For the third straight year, SuperSprings International reports that it set another record for full-year growth of 42 percent above last year.
The company said it attributes its three-year streak of success to a shift toward end-consumer marketing at the end of 2019, as well as strong partnerships and a well-defined strategic vision under the executive leadership of Adam Weisner, chief commercial officer, and CEO Gerry Lamberti.
Speaking on the company’s marketing strategy, Weisner said, “back in 2019 when revamping the marketing strategy, we believed that if we built a quality brand and focused on awareness, we could increase sales across all channels. In 2021 we became the most followed suspension brand in our category. On Instagram we have more than 60,000 followers and had more than 36 million impressions in 2021. On TikTok we amassed more than 70,000 followers, 700,000 likes, and have videos with more than 13 million views. The result of that drive for awareness was growth across all our customer categories and channels. Our aim is to be the best-known suspension brand in the world.”
There will be new application releases throughout 2022, as well as additions to the product lineup that will introduce SSI to brand new market spaces. Lamberti noted that, “innovation is our greatest asset. While leveraging SSI’s expertise with our U.S.-made components, we continually broaden our array of suspension product lines by identifying, then satisfying, niche market needs. This is born from the great relationships that we foster with all our customers.”
In the fourth quarter of 2021, SSI implemented a new leadership structure, part of Weisner and Lamberti’s strategy to establish five business units, each focused on being the best in their respective field. These business units’ leaders now report to Weisner, running the day-to-day business operations. He continues to report to Lamberti, who is chairman and CEO.
The company said that 2022 will continue to see it adding strong partnerships in the RV industry, as it did in 2021 when it added Coachmen Class C and Winnebago Class A motorhomes as standard equipment. There will continue to be a heightened focus on adding a trailer manufacturer as an OEM partner in 2022, it said, with Trailer SumoSprings being the company’s fastest growing product for the past two years. In addition, SSI has expanded its efforts to deepen and grow distributor partnerships.
Weisner comments, “partnering with the best distributors in the world continues to be a big focus for the company. In 2021, we saw rapid growth in this channel. Our distributor customers grew at a record pace, with our top customers growing more than 100 percent year over year.”
