La-Z-Boy Unveils New Branding and Strategy Ahead of 100th Anniversary

La-Z-Boy is unveiling a rebranding and strategy shift ahead of its 100th anniversary next year. The transformation is more than a superficial facelift, aiming to mark a fundamental shift in the company's strategy, identity, and consumer engagement. The rebranding is part of the company's efforts to appeal to a younger demographic and stay relevant in a changing market.

La-Z-Boy, a well-known furniture brand, is embarking on a significant rebranding effort as it approaches its 100th anniversary. The transformation, set to commence on July 29, is more than a superficial facelift; it represents a fundamental shift in the company's strategy, identity, and consumer engagement. The rebranding aims to appeal to a younger demographic and maintain relevance in a rapidly changing market.

The rebranding includes a new logo, a retro script wordmark, and a revamped color palette. The company has also adopted a new brand voice that emphasizes coziness and comfort rather than just functionality. This shift is part of La-Z-Boy's "Century Vision" strategy, a business plan intended to prepare the brand for growth after its 2027 centennial anniversary [1].

Christina Hoskins, La-Z-Boy's chief marketing officer, notes that the key to jump-starting the brand's upward trajectory is to ensure it is not just a brand that exists in people's memories. The company has been working on expanding its retail network, building 12 new locations and acquiring seven independently owned stores in 2023, one of the largest annual expansions in company history [1].

The rebranding is also a response to market conditions. La-Z-Boy is contending with a housing and furniture market battered by inflation, the rising cost of living, and economic whiplash from President Trump's tariffs. According to its fiscal year 2025 financial report, La-Z-Boy notched $2.1 billion in sales—up 3% from the previous fiscal year but down from its 2022 high of $2.4 billion. As of this writing, the brand's stock is also down nearly 10% compared to this time last year [1].

La-Z-Boy's new identity includes a warmer color palette of burnt vermilion and soft celadon green, a custom monogram featuring the script letters LZB, and a wave-like color-blocked pattern. The rebrand will begin rolling out digitally and via advertising channels on July 29, with physical storefronts to be updated over the next few years [1].

The rebranding is part of La-Z-Boy's broader strategy to appeal to younger consumers by tapping into their values and beliefs. The company has already begun rolling out a more consumer-focused, playful voice via new brand activations. In 2023, La-Z-Boy debuted a national advertising campaign called "Long Live the Lazy," which called on fans to reclaim so-called laziness and embrace "JOMO" ("the joy of missing out"). The campaign helped drive a 50% increase in sales and a 200% increase in web traffic [1].

La-Z-Boy's rebranding is a significant move that positions the company for future growth and relevance. The company is not just updating its visual identity but also its brand voice and strategy to better align with the needs and values of its target consumers.

References:
[1] https://www.fastcompany.com/91375345/la-z-boy-rebrand-new-logo
[2] https://www.linkedin.com/posts/la-z-boy_lzb-lzbinc-lzblive-activity-7356336465510834178-SCGn