Steer, Allen, Copeland and Wells Martin. Images courtesy of Sherrill Furniture Company.
HICKORY, N.C. – Sherrill Furniture Company has promoted Sydney Wells Martin, Mark Copeland and Kevin Steer to new positions. At the same time, Dax Allen will focus on new growth opportunities in a newly created position. All are effective immediately.
Most recently, Senior Vice President of Marketing and Case Goods Merchandising, Allen, has transitioned to the new role of Senior Vice President of Business Development. Reporting to President Thad Monroe, Allen will introduce a more analytical approach to expand market share through new categories, channels and partnerships. “Sherrill has been known for delivering exceptional quality and value in custom upholstery and occasional tables for 80 years now, and we are excited to create this new role focused on extending these benefits across the home,” said Monroe.
Having first joined Sherrill in 2022 as director of marketing, Wells Martin was promoted to vice president of marketing and will continue to focus on the company’s communication and public relations initiatives. She reports to Tom Zaliagiris, senior vice president of sales and marketing. “Sydney’s drive and creative direction will help Sherrill effectively commercialize our products at retail and make her a valuable leader on the Sherrill team,” said Zaliagiris.
Related: Consumers want more options, so Sherrill ramps up custom bed program
Copeland has become vice president of trade sales after serving as head of Sherrill’s NYDC showroom, working with designers specifying custom furniture nationwide. He will continue to expand the company’s reach to the trade. “Our focus on introducing design-driven styles to meet the needs of the interior design community has completely transformed how we interact with our customers,” said Zaliagiris. “Mark has been integral to that transformation and has led our initiatives to provide excellent support and superior service and to our trade partners.”
Steer has been promoted to director of compliance for all Sherrill divisions, where he will continue to navigate the ongoing tariff changes and work with the company’s supply chain to maintain compliance. He will continue to report to Lacey Griffith, senior vice president of IT and customer service. “Kevin has significantly enhanced our capabilities by developing a comprehensive Compliance Manual and detailed Standard Operating Procedures (SOPs), helping ensure that our operations remain aligned with applicable regulations,” said Griffith.
“As we evolve with the marketplace and look toward the future of design and retail, it is imperative that we have the right leadership structure to support our ambitions,” said Zaliagiris. “These promotions underscore our confidence in the talent within our organization and mark a significant step forward in building a more agile and growth-focused business.”
