Southerland to Launch International Licensing Program at LV Market

January 16, 2019  by Laurie Northington in Business Strategy, Industry, Las Vegas, Market   

The new program – the first licensing effort in Southerland’s 126-year history – will make its debut at the upcoming Las Vegas Market in space B-965 of the World Market Center.

“Like U.S. retailers, international companies are looking for brands that can deliver higher margins, so we’re offering internationally the expertise we’ve gained from making quality bedding for more than 125 years,” said Bryan Smith, president and CEO. “American brands are very desirable in many international markets, especially in Asia, South America, Mexico and Canada.”

In addition to manufacturing and merchandising expertise, Smith said Southerland’s licensing partners will gain access to its proprietary products and technology. Partners may choose to be licensees for any or all the company’s seven brands – Southerland, Evolution, Scandinavian, Thermobalance, Signature, American Sleep and Heritage.

The licensing program will be headed by Jim Nation, EVP of national accounts and international licensing. His more than 40 years of mattress industry experience includes a long history of running successful companies with domestic and international licensing programs.

“As the demand for American brands continues to grow, this is a tremendous opportunity for Southerland to leverage its domestic expertise throughout the world,” said Nation. “We offer an alternative to the many low-margin brands out there now.”

Southerland has no domestic licensees, and Smith said the company plans to maintain that strategy at home. The company recently acquired Oregon-based Tualatin Sleep Products, giving it seven production and distribution facilities servicing retailers in 43 states.