• Ad Age, Wednesday, January 17, 2007 11:15 AM

La-Z-Boy has put its $35 million account into review--but the incumbent agency isn't just sitting back and watching. The furniture manufacturer/retailer has asked Doner, Southfield, Mich., to participate, which will include both the brand and its stores.

Doner has had the business for 15 years, and CEO Alan Kalter says the agency will retain it. "We're going to defend it, and we're going to win," he says.

La-Z-Boy, with annual sales of about $2 billion, is changing its business model. Famous among couch potatoes for its reclining chairs, the company is growing its retail store base and looks to have 400 by the end of the year. It is also trying its hand at home-decorating and various other services.

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