by ARCADIA, Wis. — Ashley has named Grammy-nominated artist Teddy Swims as chief mood officer in a campaign spotlighting Ashley Luxe. Ashley Luxe is the company’s newest collection, which it says “delivers premium furnishings at a practical price.”
A statement from Ashley describes Luxe as being designed for consumers seeking a more refined approach to home furnishings. Within Luxe, there are five collections: Bracken, Neo, Calden, Modero and Whitehaven, each featuring on-trend designs and materials including velvet, French oak, leather and bouclé. The price point for Ashley Luxe ranges from $130 for wall art to $12,600 for a modular leather U-shaped sofa.
It’s an interesting strategy for Ashley. In today’s marketplace, mid- to premium furnishings continue to perform well, so Ashley’s expansion into more luxury products while retaining more value-focused price points makes sense. Today’s consumer wants to feel as though they are getting the most value for their dollar, but have consistently shown they are willing to spend more if it feels justified.
Recently, Bill Barton, the CEO of Bob’s Discount Furniture, shared that the company is becoming more popular with households making more than $100,000 and even more than $150,000. The overarching trend suggests that these days, value is not necessarily defined by the lowest price. Consumers across income levels are looking for products that feel worth the investment, creating an opportunity for retailers, like Ashley, to appeal to shoppers who want a more elevated look while still maintaining a sense of affordability.
Ashley describes Swims’ role as chief mood officer as one that will spotlight how music, style and design create the mood of a space, reinforcing that a room is defined not only by how it looks, but how it makes you feel.
“At Ashley, we believe a home should reflect the people who live in it and the moments that matter most to them,” said Todd Wanek, president and CEO of Ashley. “As Ashley Luxe continues to grow, we’re focused on helping customers create spaces that reflect who they are and how they want to live. Teddy brings a distinctive point of view to this campaign, helping us show Ashley Luxe through a fresh lens while celebrating the role personal style plays in making a home your own.”
As part of the collaboration between Swims and Ashley, the company is running an online sweepstakes. One winner will receive a trip for two to see Swims live in concert, Ashley Luxe furnishings and an autographed vinyl and record player.
“I’m so excited to officially be Ashley’s newest CMO, chief mood officer, that is,” Swims said in a statement. “Music has always been a huge part of how I set the mood and I love bringing the same idea into the home. I’ve never fit into one box when it comes to music or style, and I don’t think your space has to either. That’s what I love about Ashley Luxe. It feels elevated and beautifully designed, but still like a place you can comfortably live in.”
Ashley’s sweeping new campaign will roll out across digital, social and in-store channels.
