Southerland to Continue “Southerland Connects” Program After Success Hosting Customer Events
Furniture World News Desk on
12/28/2021
Independent mattress manufacturer Southerland announced it will continue with its Southerland Connects program after the success of its most recent event in November. Southerland hosted nearly 30 customers who participated in the event held at an exhibit hall located in the Seattle, Washington area. The well-attended event enabled the company to present newly introduced and updated products to its customers.
The Southerland Connects program was developed last year as an alternative to large scale shows as the home furnishings industry continued to adjust from the ongoing COVID-19 pandemic.
Focused on keeping customers and employees safe, the company held the event with COVID-19 safety protocols in place while giving retailers the ability to touch, feel and experience its products so they could make informed buying decisions. The program includes product samples, turnkey point-of-sales materials and private, curated, one-on-one product demonstrations. It allows customers to view products either by appointment at one of six strategically located factory showrooms around the country, through locally coordinated private regional showings or via sample reviews sent directly to dealers.
“While the bedding industry’s product introduction cycle is typically driven by markets, the pandemic caused significant disruption to our customers’ buying patterns. During that time, we introduced and executed our Southerland Connects program, which has proven to be a great success so much so that we have decided to expand the program and continue with it into the future, whether or not market attendance resumes,” said Bryan Smith, president and chief executive officer of Southerland.
Among the offerings showcased at the event was the revamp of its American Sleep line, which includes hybrids and two-sided mattresses. The company also highlighted its successful Signature Hybrid and ThermoBalance® collections, which are made with premium materials such as copper-infused latex, gel-infused memory foam and temperature-regulating technologies that promote better sleep health. Also on display were Southerland’s adjustable bed bases, including its one-piece king.b
Retailers can visit Southerland during the Las Vegas Market in the company’s showroom located at B-965 in the World Market Center. The company will preview its next generation hybrid line -- the Evolution Collection, which is a luxury assortment with enhance aesthetics. The Winter Market will take place January 23-27.
About Southerland
Southerland has been making quality mattresses in the U.S. since 1893. Using only best-in-class materials and components, Southerland currently sells its line of mattresses and adjustable bases throughout 43 states. By implementing its stringent quality assurance program, Southerland manufactures mattresses that are backed by the company’s “making it right” philosophy that stands behind every product delivered. Each of its products is delivered to retailers via its wholly owned transportation company. The company’s current six production and distribution facilities in Nashville, Tennessee, Phoenix, Arizona, Oklahoma City, Oklahoma, and Tualatin, Oregon, total nearly 600,000 square feet.