Theodore Alexander creates offshoot for U.S. distribution
By Thomas Russell -- Furniture Today, December 14, 2009
HIGH POINT — Vietnam-based high-end case goods manufacturer Theodore Alexander has created a new company that will handle distribution of its products in North America.
Effective Jan. 4, Theodore Alexander USA Inc. will handle sales, marketing and distribution of the product for the United States, Canada and Mexico, a role handled by fellow high-end source Sherrill Furniture over the past 12 years.
The new company will be led by Theodore Alexander CEO Harvey Dondero. David Koehler, who has led the brand’s sales in North America, has been named senior vice president of sales, reporting to Dondero.
Doug Jermyn, most recently a credit manager at Universal Furniture, has joined Theodore Alexander USA as operations manager. Toni Tallent, a former customer service manager at Sherrill, has been named customer service manager. She reports to Jermyn, and Jermyn reports to Dondero.
In a statement, Dondero thanked Sherrill for its service to Theodore Alexander over the past 12 years.
“Sherrill allowed us to establish our world-class manufacturing operations and to expand the brand globally while it grew the important North American markets,” he said. “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,” said Dondero.
The company said it will retain the sales representatives and customer service personnel who currently handle the Theodore Alexander line. It will maintain its showroom at 201 Steele St. in High Point. Its sales and marketing office will be located at 411 Tomlinson St. in High Point.
Theodore Alexander USA will handle customer transactions and communications, including sales, marketing, customer service, credit and collections, supply chain management and information technology, roles previously handled by Sherrill.
Warehouse and shipping functions will be handled out of a dedicated Theodore Alexander facility at the Sherrill plant in Hickory, N.C.
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