To address the time-starved, often overwhelmed customer, Morris Home Furniture was ready to focus and strengthen their brand in a new market.

Insights / Retail Experience


Through our research, we learned that consumers found very little difference between furniture stores when it comes to rational attributes like selection and having deals, and that they find them a chore to shop. A clear opportunity was present for Morris to differentiate with its quality, style, and shopper inspiration.

The Change

A bold new identity that focused on style authority led to a new store design that brings it all to life. Instead of a “sea of sofas,” consumers are now able to self shop envision their family in each curated lifestyle room complete with accessories, accent rugs and lighting.


The new design was executed in a ground-up prototype store and instantly competitive in a very crowded marketplace. Critical image elements were identified to enable the design to be rolled out to the rest of the chain as part of an ongoing remodel program.

Inspiration around every corner, the new Morris concept is about total home solutions rather than an endless sea of sofas.