Furniture retailer Lovesac has appointed Omnicom Media Group’s Hearts & Science as its media agency of record after a competitive pitch involving multiple holding companies, according to Campaign US. Hearts & Science will take over from Marketsmith, who previously managed the account, and will be responsible for integrated media strategy, planning, buying, and measurement in the U.S.
In 2023, Lovesac increased its advertising and marketing spending by 39% year over year, from $19.1 million to $26.5 million, with the opening of 50 showrooms to bring the total to over 200 in the U.S., valued at $76 million. The decision to choose Hearts & Science was based on the agency’s expertise in retail businesses and its access to the Omni data platform.
Lovesac CEO Shawn Nelson discussed strategies for attracting Gen Z buyers through gaming, sports, and fashion in February despite the premium pricing of its products.