Aldik Appoints National Sales Manager; Sales Industry Veteran Joins Aldik Team in Key Leadership Position.

Business Editors/Retail Writers

MOORPARK, Calif.--(BUSINESS WIRE)--Nov. 27, 2001

Aldik, a Decorative Concepts Inc. company, has announced the appointment of Kenneth Watson as national sales manager, effective immediately.

Watson brings 16 years of sales and management experience to the position and has replaced Greg Watson who has been appointed corporate accounts manager on Aldik's executive sales staff.

Most recently, Watson has served as general sales manager for Gulf Distributing Co. in Panama City, Fla., where he conducted cost strategy negotiations with suppliers, in addition to overseeing the sales operation and fleet management for the company.

From 1996-2000 he was the director of sales for Birmingham Beverage Co. in Birmingham, Ala., with responsibility for 33 sales personnel and 1,600 accounts. From 1985-1996 Watson served in various positions with the Gallo Wine Co. of San Antonio. As division manager, he supervised 32 sales representatives and handled approximately 1,300 accounts.

Watson is a business management graduate of Louisiana State University.

Watson brings a wealth of experience in consumer product sales, advertising, management of sales representatives and operational personnel to his new position. His extensive background in overseeing national accounts, supplier negotiations, and financial oversight will be of great value to Aldik.

"I am delighted to be joining the staff of the leading artificial flower company in the country," said Watson. "As a member of the Decorative Concepts Inc. family of companies, Aldik benefits from the strong infrastructure provided by the DCI brand, as well as the reputation for excellence it has established in the industry."

"Ken Watson brings a strong sales background to his new position," said Greg Watson. "With his appointment I can now concentrate my efforts with the executive sales team in building our corporate accounts."

"The appointment of Ken Watson as national sales manager signals a new direction for Aldik in its sales effort," said Mike Stadlberger, president of Aldik.

"I commend Greg Watson for the work he has done in establishing this program, on an interim basis, and look forward to having Ken bring his wealth of experience to the company in his assignment to build the strongest national sales team in the industry."

About Aldik

Since 1951, Aldik has provided the floral and gift industries with distinctive, high quality merchandise at affordable prices. Aldik's product lines include artificial flowers, foliage, Christmas trees and accompanying decorations, wreaths and garlands, plus a variety of novelties, ribbons, and containers.

Showrooms are located in Atlanta, Chicago, New York, Columbus, Dallas, Los Angeles, Minneapolis, and San Francisco.

Aldik's designers have a keen eye for coming trends and popular contemporary decoration, but have also included many classic and timeless pieces in their inventory. Aldik pushes the limits on permanent flowers with natural looking, botanically correct stems with realistic colors and textures, and now complemented with natural fragrances.

About Decorative Concepts Inc.

Decorative Concepts Inc., is the country's fastest growing gift and floral company serving over 30,000 accounts including mass merchants, craft chains and independent gift retailers.

As a leading designer and distributor of home decor products for indoor and outdoor display, such as artificial flowers, decorative flags and garden items, table top and gift accessories, the company is frequently cited in industry journals and annual surveys as having the top-performing lines.

Divisions within Decorative Concepts include Aldik, New Creative Enterprises (NCE), Teters Floral Products Inc., Square Nest, Decorative Concepts Licensing, and Decorative Concepts International, its direct import division.