Case Study
Gardner White Furniture
Gardner White's Market Disruption Journey — From Underdog to #1
In a market bursting with opportunity, Gardner White found itself underperforming—overshadowed by a competitor that had ruled Detroit’s furniture scene for four decades. What followed was a bold transformation that rewrote the rules and redefined what it meant to be #1.
The Journey
Bankruptcy of the Market Leader
Gardner White files for bankruptcy, creating a power vacuum.
Sussman is hired to revitalize Gardner White.
Bankruptcy of the Market Leader
Rapid Transformation
✓ Upgraded Store Look
✓ Premium Creative
✓ “Genius of And” Campaign — Combines quality AND affordability
✓ Assumptive Positioning: Act like #1 before being #1
Rapid Transformation
Disruptive Marketing Tactics
✓ Takes Over Thanksgiving Parade Sponsorship
✓ Shakes Up Detroit’s Furniture Scene
✓ Outpaces the successor to the old #1 brand
Disruptive Marketing Tactics
Explosive Growth
Gardner White went from
From $120M → $360M
3X Increase in Sales
Explosive Growth
Results
Gardner White is
Detroit’s new #1 Furniture and Mattress Store
Results
Our Work