Southern Living at Home

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Southern Living At HOME is a direct sales company marketing household and home decor products featured in Southern Living magazine through parties hosted by enrolled "consultants" and via printed catalogs. It was founded in 2001 by Dianne Mooney, then vice president for business development at Southern Progress.

In July 2009 the company was purchased by Bill Shaw, a former Southern Progress employee and founder of a smaller competitor, Wisconsin-based "Entertaining at Home". The combined company will maintain operations in Alabama, utilizing Southern Living At HOME's Calera distribution center and establishing office space in the Birmingham area.


  • Tomberlin, Michael (August 27, 2009) "Southern Living at Home plans to expand." Birmingham News

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