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Ashley Announces Multi-Year Partnership with The Detroit Red Wings and Tigers

Furniture World News Desk on 7/3/2024

Dufresne Spencer Group (DSG), the largest licensee of Ashley stores, is now the exclusive furniture and mattress partner to the Detroit Red Wings (NHL) and Detroit Tigers (MLB), joining the brand’s partnership roster alongside the Dallas Cowboys, Texas Rangers, and Memphis Grizzlies, among others.

The long-term partnership marks the first-of-its-kind in the furniture and mattress category for both teams, owned by Ilitch Sports + Entertainment and aims to engage their fans by offering unique experiences, while leaning into the brands’ shared mission and commitment to positively impact their communities. As part of the partnership, awareness and funds will be raised to help children in the foster care system find a permanent home.

“We are thrilled to partner with these two iconic Detroit teams,” said Todd Garten, Chief Marketing Officer of DSG. “We love the passion of the fan base and see this as a tremendous opportunity to enhance the fan experience, while also making a significant impact in the local community. We are committed to working with local organizations and agencies to help find a permanent home for every child in Michigan.”

To kick off that commitment, Ashley DSG will be donating 124 beds to Detroit-area foster children through their “Hope to Dream” initiative, which works to ensure all children have access to a safe place to sleep at night.

To celebrate the game-changing news and the Tigers 124th season this summer, Ashley will be giving away over $124,000 in furniture, mattresses, team merchandise, and fan experiences in July and August. As part of the giveaways, one sweepstakes winner will receive a $24,000 Ashley shopping spree and four (4) tickets to the Detroit Tigers game of their choice.

The brand will be holding a series of themed events in their 7 metro Detroit locations, including:

  • July 12: 124 FREE rides with Lyft to/from the Tigers’ home game at Comerica Park

  • July 13: Shop Detroit’s “Local Love Days” Presented by Ashley

  • July 27: First 124 guests at each Ashley Detroit location and the Windsor, ON location will receive a free branded Detroit Tigers x Ashley Stanley Tumbler

  • August 10: Detroit Tigers x Red Wings Alumni Meet & Greet

    • Dearborn store only


  • August 24: FREE Detroit Tigers + Red Wings Swag All Day

    • All Detroit stores: Westland, Woodhaven, Auburn Hills, Madison Heights, Novi, Dearborn, Sterling Heights, and Windsor, ON location

  • In addition, from July 1 to August 31, shoppers in the Detroit market can mention Ashley’s exclusive partnerships to receive 20% off their purchase*.


For additional details on the partnership and its corresponding events, please visit https://ashley-dsg.com/detroit.

* Minimum purchase of $1999 required to receive 20% off. Valid at participating Ashley locations only. Not valid on previous purchases and cannot be combined with any other offer or promotion. Exclusions apply. Ashley Exclusive products may be excluded from some discount & promotional offers, varies by store location. See store for details. Offer valid 7/1/2024-8/31/2024.


About Dufresne Spencer Group (DSG)
Dufresne Spencer Group (DSG), the largest Ashley licensee globally, is a family-owned home furnishings retailer with 137 Ashley stores and 19 distribution centers spanning 12 states. With a workforce exceeding 4,000 dedicated members, DSG is committed to instilling a love of home for our guests and communities. Additionally, DSG proudly champions the Purchase with Purpose program, which has donated over $3 million towards children and families locally and internationally since 2018.

About Ashley 
Ashley is committed to being your trusted partner and style leader for the home. This commitment has made Ashley the largest furniture store brand in North America and one of the world’s best-selling home furnishing brands with more than 1,125 locations in 67 countries. Start designing your dream home today. Visit Ashley online at www.ashley.com. Connect on social media through Instagram, Facebook, YouTube and TikTok, and check out our design-focused boards on Pinterest