THEODORE ALEXANDER ESTABLISHES US-BASED COMPANY FOR NORTH AMERICAN SALES AND DISTRIBUTION

Theodore Alexander announced today that it is establishing its own distribution company, Theodore Alexander USA, Inc., for the United States, Canada and Mexico. Effective January 4, 2010, Theodore Alexander USA will be responsible for all sales, marketing, and distribution for the North American market. Previously, Sherrill Furniture Company was the distributor of Theodore Alexander products and handled the sales, customer services, logistics and day-to-day operations. 


Theodore Alexander USA will retain its current sales representatives and handle all customer transactions and communications including sales, marketing, customer service, credit and collections, supply chain management, and information technology. The company will maintain its current showroom at 201 Steele Street in High Point, North Carolina and its sales and marketing office will be located at 411 Tomlinson Street in High Point.


The company will also utilize some of the existing infrastructure Sherrill Furniture established during the 12 years they handled the brand’s distribution. Specifically, Theodore Alexander USA will retain the same highly trained customer service personnel that have been dedicated to Theodore Alexander. Warehouse and shipping functions will be outsourced to the dedicated TA facility at Sherrill Furniture. Theodore Alexander retailers are receiving detailed information related to the changes ensuring the transition will be seamless. 


The new company will be led by Harvey Dondero, CEO, along with a management team comprised of David Koehler, senior vice president of sales; Doug Jermyn, operations manager; and Toni Tallent, customer service manager. Jermyn joins the company from Universal Furniture where he held the position of credit manager. He reports to Dondero. Tallent was previously customer service manager with Sherrill Furniture and she will report to Jermyn. 


“Theodore Alexander is fortunate to have had its distribution handled for the past 12 years by Sherrill Furniture, an experienced and capable industry leader,” said Dondero. “Sherrill allowed us to establish our world-class manufacturing operations and to expand the brand globally while it grew the important North American markets. Now is the perfect time for us to assume the sales and marketing functions, as the brand is poised for an era of substantive growth. We have a series of important brand initiatives underway, and key to those is our vertical integration, from our craftspeople and manufacturing operations to our fine customers.  We thank Sherrill and are pleased they will remain involved with helping Theodore Alexander move forward.” 



About Theodore Alexander USA, Inc.

Theodore Alexander is renowned for unmatched craftsmanship, exquisite finishes and extraordinary design. Covering a diversity of periods and styles, their collections encompass thousands of unique lighting, home accents, case goods, and upholstered furnishings.  Theodore Alexander and its licensed Althorp Living History collection are available throughout the world at fine furniture galleries and design centers.  For more information, please visit www.theodorealexander.com.


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