La-Z-Boy Furniture Partners With Style Icon Brooke Shields

Well-known Actress to Star in Brand Campaign to Build Awareness of Company's Wide Range of Furniture

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Oct 15, 2010, 08:00 ET

MONROE, Mich., Oct. 15 /PRNewswire/ -- Brooke Shields may be well known for her glamorous red-carpet style, starring roles and best-selling books, but now the world will get to see a comfortable, at home version of her, too. Furniture manufacturer and retailer La-Z-Boy has announced that Shields will star in a new brand campaign scheduled to debut this fall. The campaign will feature the real, relaxed side of Brooke Shields and the up-to-date and often surprising range and variety of La-Z-Boy furniture.

"Brooke is a remarkably accomplished actress who has seamlessly balanced her career with her role as a loving wife and mother. Her family focus, as well as her warm and genuine nature, makes her the perfect embodiment of La-Z-Boy comfort," said Doug Collier, chief marketing officer for La-Z-Boy. "In addition to her welcoming personality, Brooke has a strong sense of style and taste that give her the credibility to convey to our female customers that La-Z-Boy's wide range of attractive furniture can fit modern family lives."

The campaign will focus on convincing female consumers that La-Z-Boy comfort fits their lifestyle, as well as educating them about the company's wide selection of great-looking furniture beyond its well-known recliner.

"I love the La-Z-Boy brand and grew up with La-Z-Boy furniture in the house, so I was familiar with its quality, durability and comfort – and as a Mom I really appreciate it," Shields stated. "What surprised me about La-Z-Boy was the wide variety of sofas, sectionals and other furniture they offer in addition to the iconic recliners. I'm excited to help La-Z-Boy spread the word that you don't have to sacrifice comfort or break the bank to create a fabulous looking room."

Ms. Shields is an accomplished television, film and theater actress who is in the midst of a six-week performance in the musical "Leap of Faith." She also is the author of three non-fiction books, as well as two children's books.

The ad campaign, which is being created by La-Z-Boy agency of record, RPA, will launch this fall with broadcast, print and other campaign elements. The national cable TV buy includes more than 20 networks, including A&E, Bravo, CNN, ESPN, HGTV, Lifetime, TBS and USA.

About La-Z-Boy

Headquartered in Monroe, Mich., La-Z-Boy is one of the world's leading residential furniture producers. The company manufactures a full line of comfortable products for the living room and family room, including the company's world-famous recliners, reclining sofas and love seats, sleep sofas, modular furniture and leather upholstery, as well as stationary sofas, love seats and chairs. It is a division of La-Z-Boy Incorporated (NYSE: LZB), one of the world's leading residential furniture producers, marketing furniture for every room of the home.

SOURCE La-Z-Boy