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La-Z-Boy revamps in-store gallery program

Comfort Studios to require as little as 3,000 square feet

Larry Thomas -- Furniture Today, July 26, 2007

MONROE, Mich. — La-Z-Boy has overhauled its in-store gallery program for independent dealers and renamed it Comfort Studios.

The company said the new format, which will involve all 304 existing In-Store Galleries dealers, highlights La-Z-Boy’s increased focus on consumer comfort and allows dealers to customize the program to meet their needs.

“La-Z-Boy always has stood for comfort and we’re excited to tie our in-store program to our brand’s strongest attribute with the new Comfort Studio name,” said Steve Matlock, senior vice president of sales and marketing.

He said the new format accommodates dedicated La-Z-Boy spaces of 3,000 square feet to more than 9,000 square feet. The existing program requires at least 6,000 square feet, and Matlock said the Comfort Studio plan should allow more stores to become gallery dealers.

“With models beginning at 3,000 square feet, a Comfort Studio is a terrific option for dealers that traditionally did not have enough retail space for the old format La-Z-Boy Gallery,” he said.

All current in-store dealers will be converted to the new format, and the company hopes to more than double the number of dealers on the gallery roster in the coming months, said Matlock

To support the new format, the company has developed a comprehensive advertising and marketing package, including new graphics. Current gallery dealers who have participated in the most recent graphics update will be able to convert to the Comfort Studio program free of charge.

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