Havertys Boosts Private Label Ads

July 18, 2006  by in UnCategorized   

By Home Furnishings Business in Advertising on July 2006 Atlanta-based Havertys will spend almost half its $60 million-plus 2006 advertising budget on promoting its own furniture brand, the company told the Atlanta Business Chronicle.

Clarence Smith, Havertys president and chief executive officer, said the store brand, called Havertys Collection, currently represents 60 percent to 65 percent of its furniture sales, excluding bedding. That’s projected to hit 80 percent by the end of the year.

Havertys, with 118 stores in 17 states in the South and Midwest, reported $832.4 million in revenue in 2005.

Havertys numerous advertising firms before choosing Fitzgerald+CO, also in Atlanta, to work on the retailer’s new advertising campaign to support its private label. The first of those television and print ads should appear in the fall.