building products manufacturer’s rep for product strategy in virginia

Sales Edge is a national company that performs a variety of specialized functions in the home improvement industry.

In our MIT (Millwork Information and Training) Division, we train and perform in-home vendor warranty service for the most iconic brands in the industry.

We currently represent over 50 vendors inside the home improvement industry.

The combined sales of the program vendors are in excess of 1 billion USD annually.

In our MU Division (Mouldings Up!) We stock shelves within 24 hours or delivery into each retail location.

Senior HIP Management

HIP is co-managed by Richard Formato and Neal Cheek.

Home Improvement Pioneers by Sales Edge Service in Wytheville, Virginia Richard Formato is 48 years old, and founded Sales Edge in the mid 90's after leaving one of the region's leading manufacture's rep groups. Sales Edge has placed products in the following divisions at home improvement stores: Outdoor Power Equipment, Seasonal Living, Rough Plumbing and Electrical, Millwork, Lumber and Building Products, Kitchens and Baths, Hardware, Storage and Organization, and Home Decor.

Richard's forte is transactional analysis, product mix, true cost of business and new product development

Richard graduated from UNC - Chapel Hill, with a BA in Economics, and is a member of Young President's Organization (YPO), The Board of Conservation and Recreation and Conservation, and The Shenandoah National Park Trust.

Wytheville, Virginia home improvement store merchandising, merchandising services, product strategy

Neal Cheek has worked in the home improvement industry for 25 years. During that time he has worked and managed in areas of in-store merchandising, product development, product cost analysis, point of sale materials, analysis of warranty and returns and overall customer satisfaction analysis.

Neal's forte is point of sale development, advertising, visual impact, financial analysis of all aspects of product cost.