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A-America beefs up dealer support, distribution plans

Heath E. Combs -- Furniture Today, March 4, 2007

Seattle — Solid-wood bedroom and dining supplier A-America says it continues to see business increase as a result of its efforts to improve dealer support and distribution programs.

Among those efforts are the enhancement of existing warehouse programs in Washington state and North Carolina, said Bill Cubberley, director of business development. Dealers can get the company's most popular SKUs in about 10 days, he said.

"We've been able to see a nice business increase from major accounts," he said.

A-America says its Platinum Dealer Program also has been popular. The program, which started in October, offers preferred delivery, promotions, discounts and preferred customer service. About 300 dealers have signed up so far, said Cubberley.

"We need a commitment from them and they need one from us," he said. "We have a program that makes it worthwhile for the retailer."

The company, which continues to grow as a bedroom supplier, is sourcing more products from Vietnam since starting there about three years ago.

A-America also continues to beef up its marketing and sales team. The company has promoted Julie Randall, a 23-year employee, to vice president of sales administration, responsible for maintaining relationships with key customers.

In November, the company hired Dean Banks, a grocery sales and distribution veteran, as Western regional director of sales and marketing. Cubberley joined in June to oversee major accounts and the eastern United States.

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