Southerland Sold on Wayfair

Producer Southerland, with headquarters in Nashville, Tennessee, has inked a distribution deal with online home goods seller Wayfair. Six Southerland boxed beds are available at and ship nationally, direct to consumers. Priced from $330 to $530 for queen size, the all-foam and pocket spring mattresses have good looks, improved edge support and other features, according to a company news release.

“As a domestic manufacturer with the capability of producing a variety of boxed bed models within a five-day lead time, Southerland has positioned itself as a premier partner for Wayfair to support the continued demand for online mattresses,” said Jim Nation, executive vice president of national accounts for Southerland. “We have also seen a renewed sense of patriotism among American consumers who want to support U.S. manufacturers, further boosting interest in domestically produced products, which can also be delivered quicker.”

Wayfair orders are fulfilled at Southerland’s roll-pack-enabled facility in Oklahoma City and delivered in five days or less via a partnership with a logistics service. The logistics partner’s notification system keeps customers fully informed during the shipping process.

Bryan Smith, Southerland president and chief executive officer, said: “This new partnership has allowed us to offer our (boxed bed) products to a broader consumer audience. By consistently meeting Wayfair’s high standards, this partnership not only allows us to grow in this important segment online, but also positions us for growth with our other brick-and-mortar retail partners that already have an online presence or are expanding into the e-commerce arena.”

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