Sure Fit Starts Hispanic Site

Slipcovers manufacturer/marketer Sure Fit on Nov. 15 announced it has launched a Spanish-language Website. “This is something we really thought a lot about,” says Charles Levin, president of Sure Fit’s direct to consumer business. “We know that there is a large audience of Hispanic people that are currently enjoying our products, but we had not previously made an effort to reach them.”

The new site includes an online Spanish catalog (Compre Productos), as well as Spanish-language customer support. Prior to the sit Allentown, PA-based Sure Fit hired and trained bilingual customer service representatives for its call center.

But Levin is quick to point out that “we didn’t want to just approach this from a linguistic point of view, but we felt that we needed to do it from a cultural and idiomatic point of view” to do it right.” As a result, Sure Fit has revamped the colors and styles of many of its products for the Hispanic site. To promote the new offerings, Sure Fit posted a two-minute video overview of the product line on the site.

“We are really truly just scratching the surface of [the Hispanic] market,” notes Levin. In creating the site, “we’re trying to go to where they’re at, and make them have a better buying experience.”