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Specialty retailer LoveSac introduces new store design

Gary Evans -- Furniture Today, February 6, 2012

THE WOODLANDS, Texas — Alternative upholstery manufacturer and retailer LoveSac has opened a store at The Woodlands Mall here that introduces a transformative new store design created by the global creative consultancy Pompei A.D.

The entrance to the new concept LoveSac store in The Woodlands Mall displays the company’s new logo.

The design of the store creates different sections to appeal to the personalities and lifestyles of its customers.

The store, the company's 48th, occupies more than 1,600 square feet and offers LoveSac's patented specialty furniture, which includes "Sacs" and "Sactionals."

Sacs are, in essence, oversized bean bags filled with chopped Durafoam, which the company said is more comfortable and resilient than styrene beads and feels like a giant pillow. Sactionals are two simple pieces that can be coupled together like Legos in any configuration to build chairs, sofas, chaises, ottomans and sectionals. No tools are necessary.

LoveSac was founded in 1995 by Shawn D. Nelson, then an 18-year-old college student who created a seven-foot bean bag popular with students, and parlayed it into a manufacturing and retail business.

A four-cushion Sactional starts at about $3,000 retail and in leather moves up into the $6,000 price points. The product is sold only in LoveSac stores and online and is made in factories in China and the United States.

Nelson said he thought it was time for a store design and branding to be as distinctive as the furniture itself.

"Our store experience needed to match the expectations of our evolving customers," said Nelson, adding, "But at the same time we never want to lose the free-spirited, eclectic side of LoveSac."

Nelson turned to Pompei A.D., a Manhattan-based design and branding firm, whose clients have included ING Direct, Anthropologie and Urban Outfitters.

Pompei said the new store, larger than the typical LoveSac store of 1,000 to 1,200 square feet, is designed to support the varying lifestyles and aspirations of a diverse customer base. The design company said the new concept is designed to engage visitors according to whether their personalities tend to be more practical, creative, elegant or playful. These four "personalities" are represented with four fabric wall elements seen throughout the store.

"The design is oriented around a central consultation hub where the customer is guided through the process of Sactionals design and fabric selection," said Justin Kruse, Pompei project manager. In addition, "To allow customers the experience of laying back, watching a movie or playing a video game, a quirky projection wall with speakers is located in the rear of the store."

Pompei A.D. also created a new logo for LoveSac - a core word mark with an underline in white, set inside a black icon. Pompei said the icon itself can be anything, giving the company the ability to show different aspects of its brand.

LoveSac said that while not every store - all of which are located in malls - will receive a full remake, the company will do as many full builds as possible while updating other stores with less extensive remodels that still follow the principles of the new design.

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