by HICKORY, N.C. — Luxury furniture manufacturer Sherrill Furniture Brands has announced several promotions aimed at strengthening its leadership team and advancing long-term growth initiatives.
The company has promoted Sydney Wells Martin to vice president marketing. Reporting directly to Tom Zaliagiris, senior vice president, sales and marketing, she previously was director of marketing, a role she held since joining the company in 2022. She came to the company from Theodore Alexander where she was director of marketing for about three and a half years.
The company said, “Sydney has successfully led the marketing team to execute the company’s communication and public relations initiatives, bringing creativity, strategic vision and measurable results. Her promotion reflects Sherrill’s focus on delivering powerful marketing assets that drive retail success and elevate brand visibility in a competitive landscape.”
“As Sherrill continues to evolve, it is critical that we deliver marketing tools and assets that accelerate growth,” Zaliagiris said. “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.”
The company also has promoted Mark Copeland to vice president, trade sales. He previously directed the Sherrill NYDC Showroom, where he worked with designers to specify custom furniture for projects across the country.
“Mark has been pivotal in crafting and executing Sherrill’s design trade strategy, establishing a foundation that meets the unique needs of the interior design community,” the company said, noting that under his leadership “Sherrill will continue to expand its reach to the trade and deliver tailored solutions that position the brand as a premier resource for designers nationwide.”
“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,” Zaliagiris added. “Mark has been integral to that transformation and has led our initiatives to provide excellent support and superior service and to our trade partners.”
Dax Allen has been promoted to senior vice president, business development, a new position.
He has been with the company for five and a half years, previously serving as senior vice president, marketing and case goods and before that vice president of marketing.
He came to the company in 2019 from Liberty Hardware, where he was director of marketing and new business development for about five years. Before that he was director, marketing for specialty bedding at Tempur Sealy International.
Reporting to Thad Monroe, president, he will focus on creating new growth opportunities and expanding market share through new categories, channels and partnerships that will be new for the Sherrill brand. He also is charged with introducing a more analytical approach to identify and execute new business development opportunities and “ensure Sherrill’s case goods business is meeting the needs of the marketplace.”
“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,” Monroe said.
The company also has promoted compliance officer Kevin Steer to director of compliance for all its divisions. The company said in this expanded role, he continues to report to Lacey Griffith, senior vice president of IT and customer service. In his new position, the company said he will “continue to play a critical role in navigating the ongoing changes in tariffs and in working closely with our supply chain to maintain compliance while mitigating increased costs.”
“Over the past few years, Kevin has demonstrated outstanding leadership in managing compliance for our branded business while exceeding the regulatory and sustainability needs of our OEM customers,” the company said.
“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,” Griffith added.
“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,” Zaliagiris noted. “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.”
