Meet the South Atlantic Region’s Incoming Manager

By Andy Kriege, YSN


Incoming South Atlantic Region Manager Loren Atchley

The South Atlantic Region welcomes Loren Atchley, who will formally succeed industry veteran and longtime region manager Harry Buntyn upon his retirement later this year.

Atchley, who is already transitioning into his new role, is a self-motivator with a strong entrepreneurial mindset. He has a track record of building and growing independent appliance companies and has helped dealers achieve high triple-digit growth rates over short periods of time.

Atchley comes to AVB/BrandSource with over 25 years of independent appliance company experience in operations, management and growth-oriented results. He grew up in the family business as a third-generation owner/operator, working in the warehouse during summer breaks from school and driving a delivery truck after serving four years in the U.S. Marine Corps.

Over time Atchley worked his way up to warehouse manager, commissioned salesperson, store manager, and ultimately owner/operator, where his responsibilities included purchasing, merchandising and employee management. During his tenure as principal, he grew the business by 300 percent over seven years.

Atchley eventually sold the family business and used his retail experience to help several local appliance dealers launch their e-commerce operations, reorganize their warehouses, and device advertising strategies. Next, he joined a friend in Charleston, S.C., who was transitioning an appliance distributor into a retailer. The reformed business soared, reaching 800 percent growth.

“We tripled the revenues in one year,” Atchley recalled, “selling laundry pairs while walking to the copy machine.”

More recently, Atchley took a short break from appliance retail to manage a territory for Almo Premium, the luxury arm of the Philadelphia-based distributor. Working for another friend, he quickly moved his territory into the number-one spot within the region, before opportunity knocked again, this time at BrandSource.


Atchley (far right) was deployed in the Persian Gulf during his four years of service with the U.S. Marine Corps.

“I can’t think of anything more fulfilling right now than helping dealers and getting them to know the group,” he said of his new role.

When he’s not busy turning around businesses Atchley spends as much time as possible with his two children and enjoys traveling with his wife. At 47, he still gets out on the field to indulge in his life-long passion for soccer and squeezes in the occasional round of golf.

Presently, Atchley is undergoing extensive training in all aspects of AVB/BrandSource, in advance of receiving the region manager reins from Buntyn. Until then, feel free to reach out to him at loren.atchley@brandsource.com.

BrandSource, a unit of YSN publisher AVB Inc., is a nationwide buying group for independent appliance, mattress, furniture and CE dealers.