March 31, 2023

Furniture Makers

We Speak Furniture

Southerland Taps 20-Year Bedding Veteran As Regional Vice President of Sales

Sleep manufacturer Southerland has named Daryl Newton Regional Vice President of Sales to oversee the company’s efforts in Texas, Mississippi, Louisiana, New Mexico, Colorado and Wyoming. Newton brings more than 20 years of industry experience and knowledge to the position, including sales and leadership roles with Mattress Firm and Simmons Bedding.

Reporting to Joe Paviglianti, executive vice president of sales for Southerland, Newton will be responsible for business and marketing development, maintaining retail relationships, sales growth and managing the company’s sales representatives in the region.

“Newton’s depth of experience in the bedding industry will allow us to advance productivity, efficiency and ultimately provide a closer relationship to our wide range of customers in an area that is quickly evolving.” said Bryan Smith, president and chief executive officer of Southerland. “We are confident Daryl’s years of experience in the industry has prepared him in this new role to capture growth opportunities within this key region.”
Prior to joining Southerland, Newton owned and managed Innovative Retail Group, a consultancy that works with retailers and manufacturers on digital and traditional advertising, training and research. He founded the company in 2004. Prior to that, Newton established a Mattress Firm franchise in Arizona and expanded the operation to 24 stores within two years. He and his partner sold the business back to Mattress Firm at the end of 2003.

Newton began his career in the bedding industry in 1997 as a sales representative for Simmons Bedding.

“I am honored to be given the opportunity to expand Southerland’s rapidly growing sales division,” Newton said. “I am looking forward to building long-standing relationships with our new retail partners and being part of this incredible team.”

Newton earned a bachelor’s degree in accounting and finance from Stephen F. Austin University in Nacogdoches, Texas. He lives in Peoria, Arizona, with his family.

About Southerland: Southerland has been making quality mattresses in the U.S. since 1893. Using only best-in-class materials and components, Southerland currently sells its line of mattresses and adjustable bases throughout 43 states. By implementing its stringent quality assurance program, Southerland manufactures mattresses that are backed by the company’s “making it right” philosophy that stands behind every product delivered. Each of its products is delivered to retailers via its wholly-owned transportation company. The company’s six production and distribution facilities in Nashville, Tennessee; Phoenix, Arizona; Oklahoma City, Oklahoma; and Tualatin, Oregon, total more than 470,000 square feet.