Charlie Orr Joins Strouds; Company to Launch SOMNVIE Social Selling Brand

Strouds Linens recently announced that Charles L. Orr has joined the Executive Committee in anticipation of the 2020 launch of the company’s social selling bedding brand, SOMNVIE.

“I’ve had the good fortune of knowing Charlie for more than a decade as we collaborated in industry meetings,” said founder and CEO Jeff Stroud. “In looking to launch SOMNVIE, I knew Charlie’s reputation, vision and operational knowledge would be a boon. He will be joining our powerhouse executive committee which includes Jeff Reigle and Keith Peterson among others.”

Orr’s professional experience includes serving as CEO of Immunotec and Shaklee; executive director of the Direct Selling Education Foundation (DSEF); and independent director of publicly traded and closely held enterprises ranging in size from early stage to revenues in excess of $1 billion. In 2005, Orr received DSEF’s Circle of Honor Award and in 2007 the Hall of Fame Award from the Direct Selling Association. Orr’s career prior to direct selling included executive positions in computer systems and financial services with Federated Investors, Continental Insurance, Southwestern Life, CIGNA/Connecticut General, XEROX and RCA.

“Jeff Stroud has taken his family’s legacy in the linen retail business and married it with his knowledge and success in direct selling,” said Orr. “The uniqueness of the SOMNVIE bedding system—along with the quality of the SOMNVIE team—makes this an opportunity I did not want to pass up.”

SOMNVIE, a subsidiary of Strouds Linens, will launch to the public early 2020. The company will offer a luxury bedding system through linen associates. SOMNVIE is focused on bedding products to enhance and improve the sleep experience within the direct selling channel.