Rural South Carolina Based E-Commerce Company Defies Convention, Outperforms National Competition

Covers Direct breaks from the conventional e-commerce company wisdom in crafting "custom fit" formula for success.

CHESNEE, S.C., Feb. 7, 2013 /PRNewswire-iReach/ -- Most people living in the Carolinas have probably never heard of Chesnee, SC. Those few who have heard of the town are more likely to identify it as a rural peach farming community rather than the home to one of South Carolina's oldest and fastest growing e-commerce companies—Covers Direct—which has provided high-quality covers and accessories for cars, trucks, boats, RVs and more since its founding in 2001.


"We kind of defy all the conventional wisdom about what it takes to be a successful e-commerce company in the 21st century, and we don't plan to change our formula anytime soon," says Clint Upchurch, Director of Marketing for the company.

The company continues to face a growing barrage of national and international competition, many of which offer cheaper, lower quality products manufactured overseas in order to compete for online business. Rather than lowering their quality standards and prices to maintain their market edge, Covers Direct has continued to offer only Covercraft custom vehicle covers that are made in the USA in Pauls Valley, Oklahoma. High quality boat covers and Bimini tops are made by Carver Industries in a state-of-the-art manufacturing facility in Landrum, South Carolina.  Both Carver and Covercraft demonstrate a commitment to quality and craftsmanship that is the best in the industry.

Covers Direct's Vice President, Susan Jordan, says the company is not tempted to sacrifice quality for price, despite the fact that many new cover companies are finding success with that strategy. "We're not interested in a race to the bottom. Our job is to protect what our customers love—period. We're protecting something that is a huge, important part of their lives, so we wouldn't be able to sleep at night if we knew we were selling them products that didn't last, didn't perform as advertised, or we couldn't stand behind. We realized a long time ago that—first and foremost—we're a customer service company that wants a lifelong relationship with each of our customers, not just a one-off transaction."               

To make sure they stay current on all the latest technology and media trends, Covers Direct partners with area specialists, rather than big agencies from elsewhere in the country. They're currently working with Greenville-based Orange Coat Web Development to revamp two of their primary websites: and

The company also recently contracted bitTyrant, a Greenville-based digital creative agency, to help establish a stronger social media presence for Car Covers Direct. In little over a month, the company has seen its social media popularity skyrocket, becoming "the most popular car cover company in the world on social media, with nearly 7,000 car-loving facebook fans and growing" according to bitTyrant's President, Aaron von Frank.

"This is the kind of company we dream about working with: they love their customers, offer the highest quality products on the market, provide a product and service that makes their customers' lives better and constantly seek out new and innovative ways to improve what they do."        

Heather Dedmond, Executive VP, believes the fact that the company has been around since 2001 helps them make better long-term decisions rather than only thinking about immediate financial results.

"We've seen dozens of online competitors come and go over the years. We've already been around for a decade, which is the equivalent of a hundred years in the e-commerce sector. We intend to be here in another decade too, and that long-term vision helps guide our daily decisions."

Covers Direct is in the process of opening a technical operations center in Greenville, SC, but the company headquarters and warehouse will remain an hour down the road in Chesnee. Perhaps it's the allure of tree-ripened peaches just out the back door that keeps the company loyal to its hometown, or perhaps it's the understanding that sometimes the best way to succeed in business is to keep doing what brought you success in the first place.            

About Covers Direct

Since 2001, Covers Direct ( has been "America's trusted source for high quality and custom fit covers" for cars, trucks, SUVs, watercraft, RVs, golf carts and more. Located in Chesnee, SC, the company is run by two female Wofford College graduates, Heather Dedmond (Executive Vice President) and Susan Jordan (Vice President). Cover Direct's sister companies supply covers for just about any type of vehicle through four websites:


The company's success is built upon providing the best possible customer service and customer experience: before, during and after a sale. 

For additional information about this story or to schedule an interview, please contact:

Aaron von Frank

President, bitTyrant


Phone: (864) 252-6675

For additional information about Covers Direct,please contact:

Clint Upchurch

Director of Marketing


Office: (864) 818-9901

Media Contact: Aaron von Frank bitTyrant, LLC, 864-252-6675,

News distributed by PR Newswire iReach:

SOURCE Covers Direct



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