Daily News
From Home Furnishing Business
Southerland Connects Program to Continue
December 29,
2021 by Laurie Northington in Business Strategy, Industry 
Independent mattress manufacturer Southerland 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 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.
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.