La-Z-Boy has opened a 12,600-square-foot showroom in Chicago’s Lincoln Park neighborhood designed to immerse customers in the transformational power of comfort. Key elements include a Recliner Runway, where shoppers can learn more about product features or build a customized recliner using a digital touchscreen, as well as nods to lifestyles such as “Urban Modern,” “La-Z-Girl” and “Gamer.”
La-Z-Boy is in the midst of its Century Vision transformation strategy, launched in 2021, which includes doubling down on omnichannel and growing its Joybird ecommerce brand. However, the key focus is reinvigorating the La-Z-Boy brand, which was launched nearly a century ago in 1927.
“We are committed to providing consumers with unparalleled comfort, and in this new store, that includes offering comfortable, inspiring shopping experiences that are tailored to their unique lifestyle preferences,” said Rebecca Reeder, President of Retail La-Z-Boy Furniture Galleries in a statement.
La-Z-Boy hired design agency Hello Mercer, which commissioned Chicago-based artist Stephen Monkemeier to create a mural referencing the original La-Z-Boy logo that is displayed along the store’s exterior wall. A hand-painted entryway welcomes customers and reminds them of the company’s commitment to quality and comfort.
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Additionally, La-Z-Boy is launching its first candle, Heritage 1927, designed to embody the smell of comfort by Joya Studio. The pet-friendly store also includes a hero “La-Z-Dog” wall that showcases the Chicago community’s favorite pets.
