• by Fern Siegel , March 14, 2025

Pinnacle Advertising has been named agency of record for Lumber Liquidators, a national home-improvement retailer.

The move follows a buyout of the brand by private-equity firm F9 Investments and a return to its original brand name, Lumber Liquidators, after the bankruptcy of its predecessor LL Flooring.

Tom Sullivan, the original founder of Lumber Liquidators and F9 investments, said: “We sought out Pinnacle to rebuild our brand based on their great success with other founder-led consumer products companies, such as WeatherTech.”

Pinnacle will provide integrated marketing, media and advertising solutions. First work from the agency is expected in April.

“Lumber Liquidators is in a highly competitive category and was looking for new thinking to get stronger in-store sales and open up an online retail channel. This is just the kind of business that Pinnacle understands how to build,” said Michael Magnusson, CEO of Pinnacle Advertising.

The agency's client work also includes Litter Genie, San Francisco Giants and Northern California Honda Dealers.