Custer expands leadership team


A West Michigan commercial furniture and integrated interiors company is investing in its growth and development with a new roster of executives.

Custer Inc. said Tuesday, Jan. 25, that it was looking outside of the furniture industry for past talent to expand its efforts to develop new businesses, and recently hired three new vice presidents — Jason Davies, vice president of Custer Sales; Geoff McDaniel, vice president of business development; and Jody Poole, Vice President of Design.

Davies and McDaniel join Dave Driscol, VP of Account Sales, and Nikki Probst, VP of Business Relations and Community Engagement, as executive sales leaders for the Custer organization.

“We are excited to enter this new phase in the history of our family business with this top talent at the helm of sales and design,” said Mark Custer, chief revenue officer for the Custer family of companies. “Geoff, Jason and Jody embody Custer’s core values ​​and are committed to taking our business to new, exciting places in 2022 and beyond.”

davies spent six years as Head of Brand Management for Stryker Medical, based in Kalamazoo. As director of all sales functions at Custer, Davies is now tasked with implementing strategic changes for Custer’s sales growth and expansion of market share.

McDaniel Previously, he was Regional Manager for educational furniture manufacturer MiEN Environments in Grand Rapids. Before moving to West Michigan, he was the manager and owner of restaurant franchise locations in the western United States. He brings “entrepreneurial strengths and extensive sales experience” to help Custer build relationships and build a network of mid-market clients, the company said.

poole returns to Custer to run the design department. After working on Custer’s design team for seven years, she transitioned to founding the custom engineering arm of the Custer family of companies, Renegade, which was acquired by Brooklyn, New York-based UHURU in 2020 and has since relaunched as the UHURU Studio. In her new role at Custer, Poole will focus on developing innovative design tools and strategies, designing community partnerships and collaborations, and expanding the breadth of Custer’s service offerings.

Custer — a Steelcase dealer for over 40 years and with five Michigan locations in Grand Rapids, Holland, Traverse City and Kalamazoo, and another in Fort Wayne, Indiana — owns Custer portfolio companies CS Erickson, Century Flooring and Professional Cleaning and Flooralytics.

“This investment in talent to take Custer to the next level not only benefits our parent organization, but will also benefit the Custer family so they can focus on the growth and innovation of the other companies in our portfolio.” said Mark Custer.


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