Businesswoman Sherry S. Russell acquires Alderfer’s Auctioneers

Sherry S. Russell, new owner of Alderfer's, and Sandy L. Alderfer

Sherry S. Russell, new owner of Alderfer’s, and Sandy L. Alderfer


HATFIELD, Pa. – Sandy L. Alderfer, CEO of Alderfer’s Auctioneers & Appraisers, announced today that Sherry S. Russell has now taken ownership of the newly branded Alderfer Auction. “I could not be happier to pass the baton to Sherry,” Alderfer said. “She is an experienced CEO who will carry on the Alderfer legacy with a commitment to our local community and will be a tremendous asset to the larger auction industry.”

Russell has worked over the past decade in different capacities in the complex auction world, and has further experience in the business sector. Her keen creativity for operations, marketing ideas and business development matches her passion, positivity and energy. “I am both excited and honored to be given the opportunity to build upon the successes Sandy has achieved,” Russell said. “I am really thrilled to be working and serving back in the community that I grew up and continue to live in. Helping people through a transitional time in their life is an experience that I don’t look at as work, but as an honor to serve.”

The joy of working in the auction industry is the perfect path for a leader with a marketing focus. Every day is different. Every auction has its own game plan. With more than 150 auctions targeted for 2017, the Alderfer team will be actively collaborating strategies to achieve favorable results, and have fun along the way. “I look forward to watching how she grows the company,” Alderfer noted. “I know without a doubt that Sherry loves the auction industry as much as I do. I know she will continue making a mark in the auction profession with great advancements.”

Sandy Alderfer will continue to make an impact on the future of Alderfer Auction, performing the auctioneering duties at the company’s gallery located at 501 Fairgrounds Road in Hatfield. “The importance for Sandy to be present on auction days will make a positive impact during the transition. Sandy has built strong ties with our customers and I think they really enjoy being a part of his life. I have also spoken to Sanford, founder of Alderfer’s, about his continued presence at the auctions. He is one of our strongest supporters,” said Russell.


The Alderfer Auction team

The Alderfer Auction team


Teamwork is the focus of the Alderfer strategy for 2017.  “The team is so proud of the strong foundation and the history of Alderfer’s,” Russell said. “We have a very dedicated team of employees that have been an integral part of the success to date. Their passion to work as one united team is encouraging and contagious as we look to make our vision into a reality. We believe that it is the individual strengths of each team member that will drive the evolution of our journey here at Alderfer Auction.”

Sherry Russell grew up in a family business and so her desire to carry on a family culture is in her blood. Several of her children are already assisting on the auction floor and providing marketing support. In addition, her sister-in-law will be running the onsite Bidder’s Choice Café. “The friendly work culture is so heartwarming. The employees have embraced my family, and I look forward to building a stronger bond among the entire Alderfer family,” Russell said.

Alderfer Auction will continue to conduct business at its 8,500-square-foot, state-of-the-art gallery. Its team and their experience in fine art, decorative accessories, jewelry, antiques, firearms, coins and estate liquidations will continue to grow in 2017.

“It is truly an honor to carry on the Alderfer legacy, focused on exceptional service, truly unique auction customization and a positive, compassionate experience for each customer,” said Russell.

Sandy Alderfer remains CEO of Sanford Alderfer Inc. Realtors and Auctioneers, specializing in real estate sales and services along with commercial liquidation.

For more information visit, call Ranae at 215-393-3000, or visit the auction center.