Lovesac taps Crocs veteran as first chief brand and marketing officer

Dive Brief:

DTC furniture brand Lovesac has named Heidi Cooley its first chief brand and marketing officer, effective April 23.
Cooley most recently was chief marketing officer at Crocs, where she helped drive profitability and turn the brand “into a cultural zeitgeist,” according to a company press release. At Crocs, she took a digital and social-first approach to driving growth. Before that, Cooley worked at Sports Authority, where she was vice president of marketing.
Cooley, who will report to Lovesac President Mary Fox, will be a member of the executive leadership team and is expected to lead the company’s efforts to reach 3 million Lovesac households by 2030.

Dive Insight:

Lovesac has brought on Cooley to help drive growth at the brand.

“With a remarkable track record of brand-building and a deep understanding of today’s consumer, she brings exactly the kind of leadership and creativity we need to fuel this next phase of growth into new product categories,” Shawn Nelson, CEO of Lovesac, said in a statement. “Beyond her impressive track record, Heidi is also a strong cultural fit. She shares our values and our passion for Designed for Life products and tailored customer acquisition engines. She is an omni-channel marketing maven.”

Cooley’s appointment came as the furniture company reported fourth-quarter and full-year earnings results. Lovesac reported Q4 net sales fell 3.6% year over year to $241.5 million, with showroom sales falling 1.6% and online sales falling 9.7%. Net income during the period was up 14%, reaching $35.3 million. For the full year, net sales fell 3% from the year-ago period to nearly $681 million, while net income fell 52% to $11.6 million. During the year, the company opened 27 net new showrooms, bringing its footprint to 257 locations in total.

Looking ahead, the brand is projecting sales of between $700 million and $750 million for fiscal 2026. Like many retailers, Lovesac is also preparing for the impact of the Trump administration’s tariffs, which have been levied at multiple countries furniture companies regularly source from. The company’s orders for 2026 were estimated to include 50% from Vietnam and 13% from China, among other countries, and Nelson said on a call with analysts that he was currently in China and the retailer was actively moving “plenty of production” out of the country. Lovesac also operates with high margins, so it does not expect to have to raise prices meaningfully.

Lovesac, which became known for its beanbag-like Sacs and modular couches, has expanded into adjacent categories in recent years. Last year, the brand launched AnyTable, a customizable table designed to complement the company’s Sactional couches.