Retail Success: Ashley DSG’s Connected Homes

ASHLEY DSG’S CONNECTED HOMES INITIATIVE
Interview with Lisa Fanaro & Chad Spencer, Dufresne Spencer Group

Ashley’s Dufresne Spencer Group believes that their new initiative will change the face of home furnishings retail by pushing the boundaries of design and technology.

Lisa Fanaro, EVP of Strategy and Experience at the Dufresne Spencer Group (DSG), leads with her heart, believing that creating meaningful experiences is essential to the company’s success.

We chatted with Fanaro as The Connected Home Experience was launched at its Brentwood, Tennessee, flagship store. The store experience encompasses a groundbreaking partnership between Ashley and Samsung. DSG’s CEO Chad Spencer described it as a “shared commitment to pushing the boundaries of design and technology that will transform the way consumers experience their homes.”

Getting To Ashley
After graduating with a psychology degree, Lisa Fanaro began her journey with an interior design role at a retail furniture store. ”I thought this interim position working in retail would suffice until I found my dream job,” she recalled. “But then, I quickly realized how rewarding it is to transform someone’s house into a home.”

Fourteen years into her career, Fanaro, then a general manager at Robb & Stucky in Tampa, had a fortuitous meeting with Ron Wanek, founder and chairman of Ashley Furniture Industries. “He was buying artwork from one of our interior designers. I introduced myself, not knowing who he was,” she recalled. “When he handed over his credit card, our designer asked if he worked for Ashley. ‘As a matter of fact, I do,’ he chuckled. He had such charisma, and I immediately knew that Mr. Wanek was someone I could work for. Later that night, I remember Googling him. That moment changed everything.”

Soon after that chance encounter with Wanek, Fanaro joined Ashley Corporate in 2012 as the Director of Strategic Planning, where she honed her skills in organizational strategy, taking on initiatives that shaped the Ashley brand and its future.

Exponential Growth
In 2016, Fanaro transitioned to DSG, where she has been integral to its evolution. “DSG has been a journey of growth,” she reflected. “When the Spencer family—who had 15 Ashley stores at the time—partnered with the Dufresne Group in 2012, DSG began its exponential expansion.” The growth was kicked into high gear between 2017 and 2020 when the company tripled its size via a series of acquisitions in Texas, Louisiana, Michigan, New Mexico, and other markets. Today, DSG is the largest licensee of Ashley furniture with 133 retail locations, 20 distribution centers, and approximately 4,000 employees, with further expansion planned for the future.

Fanaro credits DSG’s exponential growth to CEO Chad Spencer, who drives a culture that aligns every effort with the company’s vision to make “life moments matter,” fostering a commitment to meaningful experiences for DSG’s employees, their customers, and the communities that DSG serves. “Chad has led our executive team to focus daily on how best to engage with both our team members and our guests,” she explained. “My role has evolved to prioritize these experiences, perfectly summarized in my title: EVP of Strategy and Experience.“

As a member of the executive team, Fanaro plays a central role in orchestrating DSG’s initiatives across departments. Fanaro emphasizes that trust is foundational to their success. “Our deep-rooted culture of trust is what allows us to sustain growth and succeed in initiatives that genuinely enhance guest experiences.” Fanaro’s perspective shapes DSG’s approach as an industry leader, setting a standard for a holistic, experience-driven retail model.

The Inspiration Behind the Connected Home Experience
“The idea was sparked when Chad Spencer and Todd Wanek attended the Consumer Electronics Show (CES) in January 2023,” explained Fanaro. “They were inspired by how tech companies like Samsung generate excitement around every product launch.” In the fast-paced, competitive world of consumer electronics, companies must constantly innovate to stand out, creating high-energy, immersive launch experiences. The furniture industry, on the other hand, rarely embraces this approach. Fanaro continued, “Chad saw this as a powerful opportunity to bring fresh excitement and engagement to our showrooms.”

Inspired by CES, Spencer saw an opportunity to revolutionize the home furnishings retail industry, beginning with a partnership between Ashley and Samsung—two leaders in their respective fields. Together, DSG and Samsung set out to redefine how customers shop for their home, and the concept of bringing an integrated, tech-enabled home into the Ashley showroom was born.

“With our mutual commitment to advancing design and technology, this partnership is set to reshape the way consumers interact with their living spaces,” said Spencer. “Samsung was the natural partner to infuse new energy into the retail space, offering smart, seamless solutions that elevate everyday moments for our guests.”

Flagship Showroom
Ashley’s flagship showroom in rentwood, Tennessee, redefines the furniture shopping experience by blending cutting-edge technology with the warmth and comfort of home. Designed to demonstrate how Ashley and Samsung products integrate seamlessly, this space showcases a connected home that enhances life’s cherished moments—whether gathering with friends, enjoying a family dinner, or winding down for the night. “Our goal was to bring these experiences to life through immersive vignettes,” Fanaro explained. “We wanted guests to feel inspired by spaces that capture meaningful moments, seeing firsthand how Ashley and Samsung elevate everyday life.”

Upon entering, visitors are welcomed by a striking 240-inch Samsung LED wall that acts as a backdrop to the showroom’s featured product, the Emilia 5-piece modular leather sofa. The LED wall highlights the versatility of the sofa. The front entry area features several experiential zones—a music-themed room, a cozy dining area, a bedroom, and a flex home office/gaming room —all designed around creating life moments. Guests can engage with Samsung’s SmartThings technology, activating routines that transform the space through multiple sensory touchpoints such as visual cues from the Samsung TVs, audio from the Music Frame, and mood lighting from Philips Hue.

The showroom flows like a curated journey, with zones that include a home theater, gaming area, and a locally inspired sports section featuring the Tennessee Titans. These immersive spaces allow guests to activate personalized settings with a simple tap, mirroring the SmartThings app routines they can use in their own homes, helping them envision how these solutions could enrich their daily lives.

“With our Samsung partnership, we’re excited to explore new possibilities as technology evolves,” Fanaro added. “I believe guests will see continuous innovation in our spaces, especially as Samsung introduces new products, and we look forward to launching those enhancements together.”

The Products
Ashley DSG and Samsung collaborated closely to curate a lineup of products that blend style and function. Every piece in the Connected Home Experience was chosen with intention—from modular sofas and mango wood dining sets to Samsung’s customizable Frame TV and versatile projectors —all aimed at resonating with the needs and tastes of Ashley’s customer. Together, the brands focused on designing spaces that feel both aspirational and attainable.
Ashley DSG’s vignettes include Samsung’s newest product offerings and over 200 functional, connected devices from Samsung and SmartThings-compatible brands. These include Philips Hue lighting, Nanoleaf lighting, Eve roller shades, Kasa Smart home products, and Aqara curtain drivers. SmartThings is compatible with more than 3,800 products from over 340 third-party brands, including leading smart plugs, locks, light bulbs, and more.
All of Samsung’s 2024 TVs that Ashley DSG currently sells include a built-in SmartThings IoT hub, which is Matter-enabled, making it easier to set up connected homes. In addition to selling Samsung TVs and projectors, the Connected Home Experience offers home audio and gaming monitors for purchase in their Brentwood location.

“Ashley’s value proposition has always been style and value, making quality home furnishings accessible without compromising price,” Fanaro explained. “As we continue developing the experience, we want to maintain affordability and quality for our guests, even with electronics. We are doing that by offering best-in-class financing and warranty options that go above and beyond what a customer would find at competitors.”

The Future of Furniture Retail
Reflecting on her journey in the retail furniture industry, Fanaro highlighted how the Connected Home Experience represents the culmination of her dedication to creating innovative, guest-centered experiences that drive Ashley DSG’s growth. “This initiative allows us to connect with younger customers who value technology and smart devices in their homes. It’s an opportunity to meet our guests where they are,” she shared.

Fanaro’s commitment to continually improving and redefining the furniture shopping experience has positioned Ashley DSG as a leader in the industry, and she views the partnership with Samsung as a critical milestone in sustaining that growth. “Our collaboration with Samsung is one of the most exciting and impactful partnerships we’ve taken on, and it’s my primary focus right now,” she added. “Our relationship with Samsung holds a bright future, and I expect other Ashley licensees will be just as inspired to bring similar experiences to Ashley customers nationwide.”

Chad Spencer, CEO of Ashley DSG, shares that plans are already underway to expand the Samsung partnership into more Ashley DSG locations. Spencer echoed Fanaro’s enthusiasm for the future, emphasizing that “we’re just getting started and are incredibly excited about what lies ahead in furniture retail, underscoring DSG’s commitment to innovation and industry leadership.”

HIGHLIGHTS
“DSG is the largest licensee of Ashley furniture with 133 retail locations, 20 distribution centers, and approximately 4,000 employees.”

“Chad has led our executive team to focus daily on how best to engage with both our team members and our guests,” she explained. “My role has evolved to prioritize these  experiences.”

“The showroom flows  like a curated journey,  with zones that include a home theater, gaming
area, and a locally inspired sports section featuring the Tennessee Titans.”

“SmartThings is compatible with more than 3,800 products from over 340 third-party brands, including leading smart plugs, locks, light bulbs, and more.”