Invigorating a Legacy Brand by Driving Digital Growth

The
Client

Slumberland Furniture, a family-owned home furnishings retailer with a strong Midwestern presence

Slumberland Furniture is a $400 million, second-generation, family-owned home furnishings retailer with a nearly 60-year legacy of growth and customer loyalty.

With 122 stores—70 franchise and 52 corporate-owned—across 12 Midwestern states, Slumberland has built their reputation on providing high-quality, value-priced home furnishings.

The Challenge

Enhancing brand visibility and digital presence for a traditionally brick-and-mortar retailer

Under the leadership of CEO Kenny Larson Jr., Slumberland is refreshing their stores, modernizing systems, and expanding the brand to meet the evolving needs of modern consumers.

While the company was investing in e-commerce prior to 2020, the sudden shift in consumer behavior during the pandemic highlighted the need to accelerate their digital presence and capabilities.

At the same time, they recognized that the brand itself needed reenergizing to enhance visibility and increase sales conversions.

Slumberland’s leadership team asked us to evaluate their needs and make a recommendation.

The Solution

Hiring a marketing leader to lead digital growth and brand modernization

We spent several hours on-site with Slumberland’s CEO and CHRO discussing their goals. Leveraging our extensive experience with other direct-to-consumer home goods and services organizations, we identified the need for a new marketing executive to join their leadership team.

As part of our PrecisonPath™ process, we worked closely with Slumberland to develop the criteria for their new executive. Their core “brand,” and its legacy, was strong, but they needed an executive with digital marketing expertise to modernize their brand strategy and drive measurable growth.

Our commitment to aligning with Slumberland’s objectives enabled us to develop a comprehensive research strategy, yielding 150+ candidate prospects with a proven track record of balancing brand storytelling with data-driven performance marketing.

The Outcome

A 30-year marketing veteran with a track record of increasing engagement, conversions, and sales

“Cultura approached me over a year ago about a different role, but the timing wasn’t right. What stood out was how they stayed in touch—remembering what mattered to me and not pushing opportunities that weren’t a fit. When the Slumberland role opened, they knew it aligned perfectly with my strengths and aspirations. That thoughtful, long-term approach led me to a role I wouldn’t have pursued on my own.

After interviewing our curated list of 8 candidates, Slumberland selected a seasoned marketing strategist and retail leader with over 30 years of experience driving brand differentiation and omnichannel retail success.

As CMO of Island Stone, she spearheaded the launch of a direct-to-consumer retail brand, leading cross-functional teams and driving business growth in a highly entrepreneurial setting.

Prior to that, she had spent 19 years at Room & Board, where she led creative and marketing efforts that positioned the company as a leading premium home furnishings brand.

With a rare blend of brand, creative, and performance marketing expertise, this candidate is poised to help Slumberland bring their brand to a new generation of customers.

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