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Forty Winks appoints Daniel Gutstein as new CEO



Chairperson, Guyan Stroud, said the company is delighted to welcome Daniel “Pancho” Gutstein to the  Forty Winks family ahead of its 40th birthday. “Pancho’s global business and strategic leadership  expertise, combined with his enduring passion for retail, will amplify our future growth ambitions. We are  excited by, and confident in, his ability to lead our heritage brand into its fourth decade, building brand  momentum and sales for our franchisees, and continuing to deliver exceptional products and services  for new and existing customers,” he says. 

Pancho joins Forty Winks from 15-years at sportswear juggernaut PUMA where he’s held multiple leadership roles across Australia and the United States. Most recently, Pancho has led PUMA Oceania  as General Manager where the team has almost tripled the market’s turnover since 2017. Prior to moving  to Australia, Pancho was the Senior Vice President of Merchandising reporting into the President of  PUMA North America.

Pancho said Forty Winks’ deep family roots and desire to build meaningful connections with a new  generation of consumers drew him to the opportunity. “I value Forty Winks’ candour, commitment to  family, and the intent to create a legacy for the next generation. The company has a great sense of  determination, confirmed by its long-standing history as one of the nation’s most trusted bedding  experts. I look forward to helping shape the next chapter in the Forty Winks story and continuing to  deliver on the brand’s commitment to help more Australians ‘Go to better sleep’,” he says.

Founded in Melbourne in 1984, Forty Winks is Australia’s leading bedding retail specialist with a network  of more than 100 family owned and operated stores, servicing all major cities, territories and regional  centres. As one of the nation’s longest standing specialty bedding brands, Forty Winks offers Australians  a great night’s sleep with exclusive bedMATCH® technology, helping them find the perfect mattress to  suit their needs, alongside bedroom furniture and accessories from leading Australian and international  brands.

The launch of the recent brand refresh was aligned with ‘The Unslept’ campaign, introducing Australians  to a horde of seriously tired people – each one exhibiting some of the most common sleep issues.  Throughout the hero film, Forty Winks staffers work together to solve each character’s sleep challenge  with premium Forty Winks solutions, ultimately helping them ‘Go to better sleep’.

Daniel “Pancho” Gutstein will commence as Forty Winks CEO from mid-January 2024. fortywinks.com.au





Left to right: Guyan Stroud, Chairperson of Forty Winks, and Daniel “Pancho” Gutstein, incoming CEO of Forty Winks

Founded in Melbourne in 1984, Forty Winks is Australia’s leading bedding retail specialist with a network of more  than 100 family owned and operated stores, servicing all major cities, territories and regional centres. As one of the  nation’s longest standing and most iconic specialty bedding brands, Forty Winks helps Australians ‘Go to better sleep’ with exclusive bedMATCH® technology, helping them find the perfect mattress to suit their needs, alongside bedroom furniture and accessories from leading Australian and international brands.

ABOUT DANIEL “PANCHO” GUTSTEIN

Daniel “Pancho” Gutstein has worked in consumer products across strategy, brand, digital, product and commercial  leadership for more than 20 years. Born in the United States, Pancho studied at Princeton University and upon  graduation, with no clear career ambitions, moved to New York City to pursue acting, at which he failed miserably. 

Pancho then joined Doublespace, a boutique brand and digital agency and began his career in brand and consumer  marketing. He then joined Graco Children’s Products (A Newell Rubbermaid Company) as a marketing manager,  ultimately leading global brand and digital marketing. In 2009, Pancho joined PUMA North America and held senior  roles in strategy and merchandising. In 2017, he moved to Australia with his wife Kay, to take on the role of General  Manager of PUMA Oceania.

During his tenure the team nearly tripled market turnover and built a culture grounded  in belonging, strong relationships and a commitment to better. Pancho currently lives in Melbourne, Australia with  Kay and two children. He will commence as Forty Winks CEO from mid-January 2024.

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