Case Study. PR for a national furniture retailer.

Most furniture buyers were stuck choosing between cheap pieces that would break down quickly, and extremely expensive pieces that were out of reach. That’s where Dania Furniture & Scandinavian Designs saw a place in the market for affordable, stylish, modern, nordic furniture. 

Dania Furniture & Scandinavian Designs hired Mind Meld PR to increase their share of voice in influential design publications, and promote new store openings and sponsorships. The result? Coverage in mainstream design outlets including ELLE, Apartment Therapy, Livingetc, and many more. 

PR Challenge

Dania Furniture & Scandinavian Designs was already a household name for furniture in the northwest of the USA. They wanted to expand their brand to people across the USA to coincide with store openings in new markets. Another challenge was to distinguish them from other furniture companies by explaining the concept of hygge, the nordic design style, and how versatile and fitting it can be in almost any home. 

PR Solution

The Mind Meld PR team built campaigns around Dania Furniture & Scandinavian Designs’ nordic-inspired furniture, new corporate expansions, store openings, and sponsorships. PR Associates changed their focus as trends and buying patterns changed, such as highlighting outdoor pieces as the summer buying season approached. 

Pitches highlighted new lines of furniture, including a new line aimed at consumers who were looking to upgrade their furniture as they bought their first home. Campaigns were also centred around store expansions and openings in Florida, and sponsoring an NFL team and a TV show. 

The Mind Meld PR team crafted campaigns around new design trends that were trending, and how nordic pieces could compliment them. The team also pitched Dania Furniture & Scandinavian Designs as market leaders in design by giving input on what trends consumers should watch for, and how they could update their homes with modern designs. 

PR results 

Mind Meld PR’s campaigns placed Dania Furniture & Scandinavian Designs in outlets including ELLE, Forbes, Apartment Therapy, US News and World Report, Furniture Today, and Livingetc. 

The media coverage helped Dania Furniture & Scandinavian Designs establish themselves at the forefront of modern, nordic design. It also gained them visibility for new store openings as they expand their footprint throughout the USA. 

Do you have a furniture brand that needs media coverage? Get in touch with Mind Meld PR today.