CIty Furniture began in 1972 in a 900 sq. ft. warehouse in Ft. Lauderdale, Florida as Waterbed City. Waterbed City quickly became a household name as the #1 seller of beds in South Florida. In 1994, the first City Furniture opened its doors at the North Miami showroom with a mission to provide quality home furnishings at excellent an value with friendly, efficient service. Now, over 20 years later, City Furniture is the #1 furniture retailer in the South Florida trading area, with showrooms spanning from central Florida to the west coast and Miami, with over 1,300 associates.
CHALLENGE
To cause a shift in perception from a local, inexpensive furniture brand to a national brand that offers home furnishings for a diverse range of tastes and budgets.
STRATEGY
Our strategy was to create a point of difference in the home furnishings category by telling the whole City Furniture story, including community involvement, environmental concern, ethical workplace conditions, work ethic and commitment to quality.
RESULTS
• Same store sales up 15%
• Online sales up 30%
• Sales up over 6% in a flat market
• Multiple Addys including Gold for Best Local Television Commercial
