Is La-Z-Boy Becoming a Lifestyle Brand?

Long associated with traditional recliners and comfort, La-Z-Boy is actively repositioning itself as a lifestyle brand with a focus on modern aesthetics, evolving consumer preferences, and new retail experiences. As part of this transformation, the company has opened its first “Experiential Store” in Chicago’s Lincoln Park neighborhood. This initiative aligns with La-Z-Boy’s Century Vision, a multi-year strategy introduced in 2021 to connect with the next generation of consumers ahead of the company’s centennial in 2027.

This shift comes at a time when the furniture industry remains challenged. Higher interest rates and slower housing turnover have impacted store traffic, contributing to a 2% decline in La-Z-Boy’s same-store sales in FY2024, compared to a 6% drop across the industry. Despite these pressures, the brand remains focused on long-term growth.

To better understand how La-Z-Boy is evolving, our team visited the new 12,000 sq. ft. Chicago location, the company’s first urban store in the city since the closure of its Elston Avenue location five years ago. Visit the Lincoln Park Chicago Store with us here on our Instagram! 

Photo Credit: McMillanDoolittle

Repositioning La-Z-Boy: A Photo Tour

Branding: La-Z-Boy’s rebrand incorporates elements of its heritage while introducing a more contemporary aesthetic.

• A modernized logo for the Chicago store while maintaining its heritage with nods to 1927 – its founding year – throughout the store

Photo Credit: Google

• Localized, community-focused design, including Chicago-inspired details (pizza box), murals and artwork, and a dog wall
  

  Photo Credit: McMillanDoolittle

In-Store Experience: The Chicago store features five distinct vignettes, each catering to different lifestyles and customer preferences. Each section provides customers with an opportunity to experience the brand beyond its traditional recliners, positioning La-Z-Boy as a provider of complete home solutions.

• Heritage Section – Highlights classic La-Z-Boy designs, reinforcing its legacy
• Player One – A dedicated gamer section, reflecting the growing demand for ergonomic, gaming-friendly seating
• Modern Urban – A sleek, updated look designed for city living
• La-Z-Girl – A section curated with styles that appeal to female shoppers
• La-Z-Girl Coastal – A relaxed, beach-inspired aesthetic
  

  Photo Credit: McMillanDoolittle

Services: The Lincoln Park location also emphasizes design services and customization.

• Free, personalized design consultations to help customers style their homes
  

  Photo Credit: McMillanDoolittle

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  Photo Credit: McMillanDoolittle

  Recliner Runway” with signage emphasizing personalization

Products: The Chicago store also marks La-Z-Boy’s move into branded merchandise and pet-focused products. These additions align with the company’s broader strategy to build brand affinity and engage new customer segments.

• Exclusive apparel featuring both La-Z-Boy and Chicago branding
• A pet-friendly product line, including home goods and wearables
  

  Photo Credit: McMillanDoolittle

Looking Ahead: Will La-Z-Boy’s Lifestyle Shift Resonate?

Our team was impressed by La-Z-Boy’s ability to modernize its brand identity while maintaining elements of its legacy. However, the success of this transformation will ultimately depend on whether consumers embrace La-Z-Boy’s lifestyle shift. We’ve seen other home and furniture brands expand into the lifestyle space to drive growth. Japanese-based home goods store Muji built a full apparel line, Joybird designed a pet collection that matches its furniture, and Casper’s dog beds use the same foam construction as its full-sized mattresses, highlighting the potential for category diversification. Will we start seeing more La-Z-Boy merchandise on the streets of Chicago? Will younger generations adopt the brand’s furniture for their homes? We’ll see!

At McMillanDoolittle, we help brands navigate transformation and redefine their positioning for the future. If your business is exploring new customer engagement strategies or retail formats, let’s connect.