La-Z-Boy has long been a symbol of overindulgent underachievers forever reclining in an overstuffed armchair. But with a massive image overhaul, the company has re-emerged as an Instagram-ready, sustainable, and modern furniture brand for a generation craving comfort and style.
American Gen Yers are increasingly spending their leisure time at home, ditching nights out at bars and restaurants for dinner parties with friends and indulgent self-care rituals. Why are so many members of this cohort embracing a homebody lifestyle, and what might it take to attract them outside?
Whom Home is finding new ways to put its furniture on show by partnering with Home Design, a popular mobile game. By digitising the brand, the home decor company is aiming to convert hesitant players into shoppers who make big-ticket decisions online.
Furniture service Oliver Space offers curated sets of furniture for people to rent on a monthly basis. Regularly moving tends to be the norm for Gen Yers (aka Gen Rent), so hyper-personalized and seamless subscription services that fit into their flexible lifestyles are likely to prove popular.
Young Americans are moving home now more than ever. And while they have a growing interest in decor, house-hopping is leading many to buy cheap, disposable furniture. Affordable and sustainable furniture-subscription company Feather is providing renters with value and Insta-credentials.