Home Furnishing Web Sites Are on the Move

Furniture.com has selected Bartle Bogle Hegarty to handle its national brand-building account while retaining the Donovan Group for project work.
BBH in New York will kick off a multimedia campaign this fall using the bulk of $35 million in financing recently obtained by Furniture.com, said Kirsten von Hassel, vice president of marketing at the Framingham, Mass.-based online furniture retailer.
Donovan, Northborough, Mass., and Neil Faber Media, New York, broke the company’s first national branding campaign in June with the tagline, “The best way to shop for furniture.” The $5 million print and radio effort ended recently.
Furniture.com de-cided to conduct a review because it needed a larger shop to handle a much bigger ad budget and fast growth, she said. Its sales have jumped from $900,000 in the fourth quarter of last year to $1 million in May alone this year.
Donovan will continue to do project work such as direct marketing and promotions, and Neil Faber will handle media buying for the next campaign.
Furniture.com has worked with Donovan since launching its site 18 months ago and treats the shop like an extension of its marketing staff, said von Hassel.
Furniture.com is not the only home furnishings “e-tailer” moving its account. Living.com in Austin, Texas, last week hired Leo Burnett in Chicago for its $20 million advertising account.
HomePortfolio.com, which offers a mix of design services, decorative hardware and furniture on its site, will next month break its first work from new agency Kirshenbaum Bond & Partners in New York.