Southerland’s Connects program allows its dealers to preview products and sales materials outside the typical market cycles.
Independent mattress manufacturer Southerland, based in Nashville, Tennessee, is extending its Southerland Connects program after the success of its most recent event in November 2021.
The company developed the program as an alternative to large-scale shows during the ongoing Covid-19 pandemic. It includes product samples; turnkey point-of-sales materials; and private, curated, one-on-one product demonstrations. The program allows retailers to view products either by appointment at one of six factory showrooms around the United States, through 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,” said Bryan Smith, president and chief executive officer of Southerland. “During thattime, 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.”
