Daily News
From Home Furnishing Business
Southerland Launches Boxed Bed Program
July 30,
2018 by Laurie Northington in Business Strategy, Industry 
As direct-to-consumer sales continue to grow, independent mattress producer Southerland has entered the bed-in-a box category with a private label program that offers custom branding.
The six-model boxed bed collection under the iBnB Program will be packaged in a box that can easily be branded for the retailer and will allow drop shipping to consumers by Southerland.
“Our independent retailer partners are eager to have a committed partner to support them in selling well-made mattresses that can compete in the growing roll-pack mattress business,” said Bryan Smith, president and CEO. “With our iBnB Program, we’re providing retailers with a private label option that will allow them to compete with some of the more popular names in the category.”
According to the company, retailers have been asking for a boxed-bed lineup that gives them the ability to brand the product as their own and offers options that allow them to sell via the Internet with seamless delivery.
Beds in iBnB are packaged in a single box that allows Southerland to add branding of its retail partners brand prior to shipping. The initial launch will include three all-foam mattresses and three foam and coil designs.
Priced to retail from $799 to $1,499 in queen, the six-model collection is being unveiled at this week’s Las Vegas Market in Southerland’s showroom, B-965 in the World Market Center.