Daily News
From Home Furnishing Business
Ashley Announces Teddy Swims as CMO: Chief Mood Officer
October 6,
2026 by Karen Parrish in Business Strategy, Industry 
Ashley, North America's largest furniture store brand, announced its newest CMO: Grammy-nominated artist Teddy Swims in a new campaign spotlighting Ashley Luxe, the brand's newest collection delivering premium furnishings at a practical price. As Ashley's first Chief Mood Officer, Swims will spotlight how music, style and design can come together to create the mood of a space, reinforcing the idea that a room is defined not only by how it looks, but how it makes you feel.
Designed for consumers seeking a more refined approach to home furnishings, Ashley Luxe inspires everyday spaces with luxury aesthetics and livable comfort. The collection features on-trend designs, durable materials and curated accents come together to create spaces that feel layered and personal. Through five distinct collections - Bracken, Neo, Calden, Modero and Whitehaven - Ashley Luxe brings high style home while maintaining Ashley's commitment to quality, comfort and value.
"I'm so excited to officially be Ashley's newest CMO, Chief Mood Officer, that is," said Swims. "Music has always been a huge part of how I set the mood and I love bringing the same idea into the home. I've never fit into one box when it comes to music or style, and I don't think your space has to either. That's what I love about Ashley Luxe. It feels elevated and beautifully designed, but still like a place you can comfortably live in."
As part of the collaboration, Ashley is also giving one fan the chance to create a mood of their own through an online sweepstakes. The winner will receive a Teddy-curated room experience showcasing select Ashley Luxe products, thoughtfully chosen to reflect the campaign's focus on mood-driven design. The grand prize includes a trip for two to see Teddy Swims live, Ashley Luxe furnishings to create a personalized listening space inspired by Teddy, plus an autographed vinyl and record player—creating a one-of-a-kind experience that celebrates the connection between home, style and sound. To enter visit https://www.ashleyfurniture.com/sweepstakes .
"At Ashley, we believe a home should reflect the people who live in it and the moments that matter most to them," said Todd Wanek, President and CEO of Ashley. "As Ashley Luxe continues to grow, we're focused on helping customers create spaces that reflect who they are and how they want to live. Teddy brings a distinctive point of view to this campaign, helping us show Ashley Luxe through a fresh lens while celebrating the role personal style plays in making a home your own."
The partnership comes to life through exclusive content featuring Ashley Luxe, with Swims bringing his signature personality and style into the home. The campaign will roll out across digital, social, e-commerce and in-store channels, reaching consumers across Ashley's brand ecosystem.
Ashley Luxe is available online and at Ashley locations nationwide. For more information about Ashley Luxe and to shop the collection, visit https://www.ashleyfurniture.com/luxe and follow Ashley on social media.