How do you move architects and interior designers from “La-Z-Boy is a brand my dad likes” to “La-Z-Boy is a brand my clients would love”? Show them that La-Z-Boy’s brand of comfort has value in the workplace, too.

The Catalysts. Print advertising and video to reposition the brand; trade show support to reinforce the brand and introduce products; catalogs, sell sheets and showroom materials to support the dealers; giveaways and promotional materials to build incremental sales.
The Movement. Sales were anything but lazy. In fact, company growth outpaced industry growth by 25%. La-Z-Boy experienced a resurgence in markets that were once stagnant. And the contract furniture division, once mired in red ink, returned to healthy profitability.