In February, Lovesac CEO Shawn Nelson shared with ModernRetail that the company is targeting Gen Z buyers using gaming, sports, and fashion to attract them despite the premium price of its products. To help Lovesac achieve this goal, the furniture retailer has chosen Omnicom Media Group’s Hearts & Science as its media agency of record. The agency will be responsible for integrated media strategy, planning, buying, and measurement in the U.S.
The decision to go with Hearts & Science was influenced by the agency’s experience with retail businesses and its access to the Omni data platform. In 2023, Lovesac reported a 39% increase in advertising and marketing spend, totaling $26.5 million, up from $19.1 million the previous year. The company also expanded its showroom presence, opening 50 new locations and bringing the total to over 200 in the U.S.
Hearts & Science won the account after a pitch involving multiple holding companies. There was no consultant involved in the process. According to Comvergence, Lovesac’s U.S. media account was valued at $76 million in 2023
