South Shore Repositions Brand, Opens Distribution Centers

South Shore Furniture has completed a major investment in two strategically located distribution centers in the U.S. as it rebrands the overall company.

That company asserted that its theme for the Fall High Point Market, running from October 22 to 26, is “Simple by Design,” which it will promote at the show as it introduces a new corporate positioning and brand image.

Jean Laflamme, South Shore president and CEO said, “We underwent a major transformation, and it was time to reflect this in our branding image and corporate identity.” He added that South Shore has been in the process of a rebranding that meant moving away from one size fits all, affordable mass market product toward trendier, more personalized furniture and accessory solutions that are adapted to people’s real needs at home.

“South Shore Furniture decided to focus more closely on the end consumer. A better understanding of the Internet furniture and decor shopper, via big data analytics, made us a more agile and knowledgeable consultant to our business partners. We are in evolution, moving from a product-centric to a consumer-centric solution company,” Laflamme said.

South Shore plans on adding 350 new products to its offering including furniture and accessories. It will launch 25 new and affordable collections at the upcoming market, in looks ranging from coastal chic to the company’s interpretations of mid-century modern revival styles. The company also will debut five new collections in the trending modern farmhouse look.

As for the logistics element, the Canada-based company is adding a total of 250,000 square feet of distribution space in the U.S. with its new Nashville and Salt Lake City distribution centers. Laflamme said, “We will reach 98% of U.S. households within 48 hours with 100% of our product offering. Our facilities are operational. Real e-commerce business partners need to make sure they keep up with consumers’ expectations: always faster, more flexible delivery, even for heavy and bulky case goods.”