• by Sarah Mahoney , Staff Writer @mahoney_sarah, April 16, 2025

Lowe’s is moving on two very different fronts, acquiring a billion-dollar installation company to deepen its professional services -- and launching a brand integration in EA Sports titles to reach younger, gaming-obsessed consumers. Together, the announcements point to a broader strategy: diversifying how the home-improvement giant connects with key customer segments.

The bigger swing is the $1.3 billion acquisition of Artisan Design Group (ADG), which provides design, distribution, and installation of interior finishes like flooring, cabinets and countertops. With annual revenues of $1.8 billion, ADG serves builders and property managers through a network of over 3,200 installers and 150 facilities in 25 states.

“For Lowe’s, this deal is about scale and positioning,” said Marvin Ellison, Lowe's chairman, president and CEO, in the announcement. “With more than 18 million homes needed in the United States by 2033, we expect new home construction will be a major driver of pro planned spend for the next decade. The acquisition of ADG expands our total addressable market by approximately $50 billion.”

Analysts are split on the move. Morningstar’s Jaime Katz sees upside: “Affiliations with around 3,000 independent contractors give Lowe's fast access to a wider professional consumer base, particularly in flooring, cabinets and countertops.” And there may be more cross-selling opportunities.

But others are more cautious. Seth Basham of Wedbush writes that installation services are far afield from Lowe’s core competencies in retail and distribution. “It’s a departure from Lowe’s focus on small and midsize pro customers,” he notes, which may suggest “fewer future gains” from that long-standing strategy. It also signals renewed competition with Home Depot in servicing larger pro accounts.

The company’s second move is flashier -- and aimed at a younger audience. Lowe’s is partnering with EA Sports to embed branded content in three high-profile franchises: EA Sports FC, Madden NFL, and College Football 26.

In College Football, for instance, the Lowe’s logo appears on the in-game broadcast overlay in the Stadium Pulse placement. Other integrations span multiple gameplay environments. The brand will also take the show on the road later this year with a national “On the Road” gaming experience.

“Integrating Lowe's within EA Sports titles gives us an innovative way to engage with sports fans who are important to our brand,” said Jen Wilson, Lowe’s CMO, in the announcement. “We are constantly looking for new pathways to bring more consumers into our loyalty ecosystem by connecting with their passions. This is an immersive and unexpected way to introduce ourselves to the next generation of home improvers.”

While the ADG acquisition targets professionals already deep in the building industry, the EA Sports partnership is aimed squarely at brand relevance and emotional engagement, planting the Lowe’s flag in unexpected places to connect with future DIY customers.