Of course you love your partner. But do you trust their taste?
This question — familiar to anyone who has had a screaming match with their significant other in a furniture store — is at the heart of Till Décor Do Us Part, a new six-episode social-first reality series produced by Bob’s Discount Furniture.
The show, which debuted July 10, showcases one partner shopping for furniture at a Bob’s store in Yonkers, N.Y., while the other, along with host Gabby Bryan, watches and comments in real time from the sidelines. (Viewers also can shop for the furniture that the couples spar over at the Till Décor Do Us Part page on the Bob’s website.)
The patented reality show twist? Each couple has different, sometimes clashing tastes, but each shopping partner is tasked with creating the non-shopping partner’s dream room. Among the couples are a new girlfriend taking on a bachelor pad that currently has little more than a TV and a couch; a sentimental mamma’s boy watching his partner take over his childhood home; and a jiu-jitsu bro going head-to-head with his minimalist girlfriend. Let the hijinks commence…
Advertisement
But behind those hijinks is some solid marketing strategy. Retail TouchPoints got the inside scoop from Bob’s Chief Marketing Officer Steve Nesle.
The Target Audience: Content-Hungry Consumers
“The catalyst for this idea came out of necessity,” said Nesle in an interview with Retail TouchPoints. “Everyone isn’t rushing out there to consume advertising content, but they are rushing out to consume content. In a challenging macroeconomic environment, you can do one of two things: circle the wagons, or lean into it. We had to lean in.”
Each episode will drop on successive Thursdays, accessible via Bob’s new @TillDecorDoUsPart handle across TikTok, Meta and YouTube. Both before and after the drops Bob’s will continue to publish content to the channels related to that couple, said Nesle: “We’re building out the cinematic universe of these couples above and beyond the actual episode.”
To that end, Till Décor Do Us Part will feature an always-on TikTok and Instagram content strategy with elements such as:
- Find the Bob: A Where’s Waldo-style furniture hunt;
- Keep It or Chuck It, where host Gabby Bryan decides the fate of questionable décor;
- Furniture Eulogies: Heartfelt sendoffs for “interesting” (note the quote marks) design choices; and
- Couch Therapy, whereBryan helps couples compromise, one loveseat at a time.
Leveraging the Inherent Tension of Conflicting Design Priorities
Bob’s Discount Furniture developed the show via a “relatively quick process,” said Nesle, noting that some hurdles are inherent in the format. “Unlike advertising production where everything is carefully scripted, with all the i’s dotted and the t’s crossed, this is unscripted reality,” he noted. “Our job is to create all the conditions to let life happen, and then we’re there with the cameras.”
Asked if he was concerned that the conflicts between the couples might balloon into something irreconcilable, Nesle wryly commented that “it would have been a bad strategy to create the conditions that would lead to a bunch of breakups. There’s a lot of tension when it comes to something as personal as design, and we recognized early on that that was a natural tension — we wouldn’t need to look that far to find it.”
Bob’s internal production company worked with creative agency Gale and media agency Horizon Next to develop and produce the series: “It’s out of the box, and that’s in the Bob’s DNA,” said Nesle. “This is yet another organic and authentic way to tell our story — to bring people into the brand and expose them to our assortment and our in-store experience.”
In May 2025 Bob’s announced it would open 20 new stores this year and expand into the Southeast U.S. for the first time. The retailer is nearing the 200-store milestone.
