MONROE, MI: Furniture retail and manufacturing company La-Z-Boy is in the final stages of a review for a new PR agency partner.
The company confirmed the RFP, as well as its status, but declined to disclose further information on the selection process.
La-Z-Boy previously worked with Alison Brod, which the brand selected as AOR in September 2011. The relationship ended at the beginning of this year. The firm helped La-Z-Boy shift its strategy to reach women between 25 and 45 years old after the company had been marketing its furniture to men for more than 80 years.
Representatives from Alison Brod were not immediately available for comment.
In March 2012, La-Z-Boy was found to be among a number of popular US consumer brands, including Chiquita and Ruby Tuesday, that were undervalued, according to a study by brand strategy and communications firm CoreBrand.
While La-Z-Boy was noted as having a "strong corporate brand that is recognizable to consumers and synonymous to its product line," the brand’s image has been too confined to successfully expand into other product markets, the agency stated.
In the third quarter of 2013, La-Z-Boy reported a 3.5% drop in profit to $16.5 million compared with the year before. Sales for the period, however, increased 3% year-over-year to $350.4 million.
The company, which was founded in 1927, has a number of segment companies under La-Z-Boy Upholstery, including the flagship La-Z-Boy, England, and Bauhaus. Under the Casegoods segment, La-Z-Boy’s brands include American Drew, Lea, Hammary, and Kincaid.