La-Z-Boy Introduces New Gally Program

Furniture World Magazine

La-Z-Boy, has developed a fresh look for its La-Z-Boy In-Store Gallery program, a dedicated section of an independently owned store devoted to La-Z-Boy furniture. Maximizing the strength of La-Z-Boy as the number one consumer brand, a comprehensive graphics and advertising communication program has been created to leverage and enhance the strong role that the La-Z-Boy In-Store Gallery program plays in the company's overall distribution and retail system. An example of a redesigned La-Z-Boy In-Store Gallery was unveiled in the La-Z-Boy Showroom at the International Home Furnishings Market in High Point, N.C., which provided dealers with a sense of the appearance and logistics of the program. In addition to furniture vignettes, the display featured lifestyle photo montages on new category signs, informational kiosks, brochures, posters, banners and other materials that helped make navigation through the La-Z-Boy In-Store Gallery easier and more informational for customers. "The La-Z-Boy In-Store Gallery is a key distribution channel for us, and this new program will freshen and strengthen our presence in dealers' stores," said Kurt L. Darrow, senior vice president of sales and marketing for La-Z-Boy. "The idea behind the program is to create a relationship between the customers and the La-Z-Boy section of the store by giving the Gallery a lifestyle appearance and making it inviting to shoppers." Dealers in the new program will have access to comprehensive signage packages featuring a redesigned La-Z-Boy In-Store Gallery logo and appealing, lifestyle-oriented photography. Posters and banners define sections of the La-Z-Boy In-Store Gallery by depicting people in real-life situations, relaxing and living with La-Z-Boy furniture. The types of furniture featured on the banners, such as recliners, sofas and leather, provide visual cues for shoppers, allowing them to browse through the La-Z-Boy In-Store Gallery and find what they are looking for more easily. Kiosks featuring lifestyle posters and pockets of literature will be stationed strategically throughout the La-Z-Boy In-Store Gallery to further define the furniture categories. They provide a place for shoppers to learn more about the features, benefits and quality of each product. "The photography we are featuring plays a key role in this program," said Kevin R. Wixted, director of marketing for La-Z-Boy. "It creates an inviting and friendly environment, making the shopping experience much more personal." The program is designed to be flexible and fit the needs of each La-Z-Boy In-Store Gallery dealer. Dealers can chose from a menu of options tailored to the size of their La-Z-Boy In-Store Gallery -- from 6,000 to more than 10,000 square feet of space dedicated to La-Z-Boy furniture. This program will be available to dealers starting at the upcoming Market. Headquartered in Monroe, Mich., La-Z-Boy Residential is the nation's largest single manufacturer of upholstered furniture and the world's leading producer of reclining chairs. The company manufactures a full line of products for the living room and family room, including the company's world-famous recliners, reclining sofas and love seats, sleep sofas, modular furniture and leather upholstery, as well as stationary sofas, love seats and chairs. It is a division of La-Z-Boy Incorporated (NYSE: LZB), the nation's largest furniture manufacturer.