• by Fern Siegel , July 11, 2024

American Signature, Inc. is a family-owned business with 120+ furniture stores. After a competitive pitch, the brand selected Colle McVoy to handle integrated marketing duties, including brand strategy, design, media and creative. The brand has $1B in revenue, according to Furniture Today.

The first campaign with the new agency is expected in early 2025.

American Signature, Inc. CMO Kelly Routhier, said: “It’s time we move beyond being a best-kept secret for our value and assortment — so we’re joining forces with Colle McVoy to spread the word and showcase our strengths.”

Statista estimates U.S. furniture market revenue to hit $263B in 2024, with an expected annual growth rate of 3.82% from 2024 to 2029. Category retailers continue to navigate cooling demand from pandemic sales surges amid a changing housing market and customer's preferences for eco-conscious products.

“Holistic branding will tighten the bonds American Signature has with its partners and consumers,” adds Jessica Henrichs, Colle McVoy president. “Our job here is to magnify the experience and elevated products intrinsic to all stores, while respecting the nuances making each magnetic from locale to locale and consumer to consumer.”

Colle McVoy's client roster includes 3M, CHS, Crystal Farms, Frank’s RedHot and Goodyear.