Soft N Dry names Julia Turley to lead U.S. and Mexico retail strategy
Former Walmart executive to oversee the integration of sustainable TreeFree Diaper™ products into private label lines through the Retail Consumer Connection Program
Soft N Dry Diapers Corp.™, a global provider of tree-free disposable baby diapers, has announced the appointment of Julia Turley as Head of Mass Channel/Channel Sales for the United States and Mexico. Turley will oversee the company’s Retail Consumer Connection Program, which aims to assist mass retailers in incorporating sustainable TreeFree Diaper™ products into their private label lines.
JULIA TURLEY’S BACKGROUND AND VISION
With over two decades of experience at Walmart, where she held roles including Senior Baby Buyer and Director of Merchandising, Turley brings extensive expertise in merchandising, private label strategy, and omni-channel growth. During her tenure at Walmart, she led initiatives such as the launch of exclusive brands like Hello Bello, managed multi-billion-dollar categories, and implemented strategies that reduced procurement costs by over US$100 million while expanding the retailer’s presence in the baby care sector.
“Julia is a transformative addition to the Soft N Dry team”, said Matthew Keddy, CEO of Soft N Dry. “Her extensive experience as a Senior Baby Buyer at Walmart, coupled with her proven success in growing private label programs, makes her the ideal leader to drive the adoption of our TreeFree Diaper™ product line in the mass retail channel. Julia’s appointment reflects our commitment to expanding in the U.S. and Mexican markets while helping retailers meet growing consumer demand for sustainable baby care products”.
EXPANDING SUSTAINABLE SOLUTIONS IN KEY MARKETS
In her new role, Turley will lead initiatives under the Retail Consumer Connection Program, focusing on growth in the U.S. and Mexico — markets considered critical to the company’s expansion. She will also coordinate with Soft N Dry de Mexico, the company’s innovation and production hub that supports both domestic and international operations across North and Central America.
“I’m thrilled to join Soft N Dry at such an exciting time”, said Turley. “The company’s innovative TreeFree Diaper™, powered by econoLiite Core™, is perfectly aligned with today’s demand for high-performance, sustainable, and affordable private label baby diapers. I look forward to working with mass market retailers in the U.S. and Mexico to expand private label partnerships and deliver these groundbreaking and cost-saving products to families”.
ABOUT THE RETAIL CONSUMER CONNECTION PROGRAM
Soft N Dry’s Retail Consumer Connection Program provides a streamlined process for retailers to offer private label TreeFree Diaper™ products, leveraging the company’s production capabilities and partnerships. Key benefits of the program include:
- Rapid Market Entry: Retailers can quickly launch private label TreeFree Diaper™ products by utilizing Soft N Dry’s existing infrastructure.
- Economic Advantage: High-performance products are offered at competitive pricing, allowing retailers to enhance margins while providing affordable options for consumers.
- Sustainability Leadership: The program supports retailers in addressing growing consumer demand for eco-friendly products.
The Connection Program will be available to retailers in the United States and Mexico starting January 2025, enabling them to modernize their hygiene product offerings with a focus on sustainability and cost efficiency.
