La-Z-Boy Targets Younger Buyers

Doner’s new print campaign for La-Z-Boy focuses on the furniture’s “smart styling” to convince younger consumers that the brand offers hip furniture and more than recliners.

Ads break Nov. 20 in fashion and shelter magazines and feature the new tagline, “The new look of comfort,” which replaces, “We make the rooms that make a home,” said Monica Tysell, executive vice president at Doner in South-field, Mich.

TV is under consideration and, if approved, is likely to break in the early spring, she said.