Times are tough in the furniture business,
and Bob’s Discount Furniture thinks a dose of reality will help, launching “Till Decor Do Us Part,” a comedic reality show. The campaign stars comedian Gabby Brya as the host,
helping six couples with different decorating tastes navigate a shared living space.
Each episode features one partner shopping for furniture while the other, along
with the host, watches and comments in real time. Bob’s plays the role of mediator, acting like a couples therapist in the furniture aisle.
The series
debuts across the brand’s new social handles—@TillDecorDoUsPart on TikTok, Meta, and YouTube—with six initial episodes rolling out weekly throughout the summer.
Steve Nesle, CMO, says the series is designed to attract new audiences through mobile-first content. “It’s more challenging to reach and resonate with
audiences than ever,” he tells Retail Insider via email. “Not only do we need to be on all the platforms people are on today, but with the
content they want to consume. And that isn’t always traditional advertising.”
The goal, he says, is simple: “To reach, engage and convert
new audiences, and tell the Bob’s story in a fun new way.”
The effort, developed with agency Gale (creative and production) and Horizon Next
(media), comes at a rough time for the category. With fewer people moving into new homes—and more consumers wary of redecorating in a shaky economy—the furniture industry is feeling the
squeeze.
According to the latest Furniture Insights report from Smith Leonard, new furniture orders fell 9% in April and 7% in March. Analysts say
parts of the category may already be in a mini-recession, and ongoing tariff pressures, falling consumer confidence, and shrinking backlogs are compounding the challenges.
Still, Nesle remains optimistic. “Our message resonates in boom and challenging times. Everyone loves value, and we have enough value to share with everyone. We are also
definitely seeing higher-income shoppers buying into our brand.”
Bob’s, based in Manchester, Connecticut, is the seventh-largest furniture chain
in the U.S., with 200 stores in 26 states.