Gardner White Furniture

Detroit's #1 Furniture Store
200% Sales Increase

For years, Gardner White underperformed in a very strong Detroit furniture market. But when the #1 company for 40 years filed for bankruptcy, Sussman was hired and moved quickly to position Gardner White as the new #1 furniture and mattress store with an upgraded look, premium creative and assumptive positioning. They disrupted the market with the “Genius of And” campaign and took over sponsorship of the Thanksgiving Parade, shaking up the Detroit market. Even the successor to the former #1 company couldn’t compete. Gardner White went from $120 million in sales to $360 million, tripling their business, making Gardner White Detroit’s new #1 Furniture and Mattress Store.