Furniture retailer Lovesac has chosen Omnicom Media Group’s Hearts & Science as its media agency of record. Following a pitch involving multiple holding companies, Hearts & Science will be responsible for integrated media strategy, planning, buying, and measurement in the U.S. The account was previously handled by Marketsmith, who did not immediately respond to requests for comment on the change.
There was no consultant involved in the pitch process, and Lovesac’s U.S. media account was valued at $76 million in 2023 according to Comvergence. 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.
CEO Shawn Nelson shared with ModernRetail in February that Lovesac is targeting Gen Z buyers using gaming, sports, and fashion to attract them despite the premium price of its products. The partnership with Hearts & Science is expected to enhance Lovesac’s media strategy as they continue to grow and engage with their target audience.