Ex-Crocs CMO Heidi Cooley Joins Lovesac as First Brand Chief

Lovesac Appoints Former Crocs CMO Heidi Cooley as First Chief Brand Officer

DTC furniture brand Lovesac has named Heidi Cooley as its first chief brand and marketing officer, effective April 23.

Cooley brings extensive marketing experience, most recently serving as chief marketing officer at Crocs. During her tenure at Crocs, she played a key role in driving profitability and elevating the brand's cultural relevance through a digital and social-first approach. Prior to Crocs, Cooley held the position of vice president of marketing at Sports Authority.

Reporting to Lovesac President Mary Fox, Cooley will join the executive leadership team and spearhead the company's ambitious goal of reaching 3 million Lovesac households by 2030.

Cooley to Drive Growth Amidst Challenging Market

Lovesac has brought on Cooley to help propel growth amidst a challenging retail landscape.

“With a remarkable track record of brand-building and a deep understanding of today’s consumer, she brings exactly the kind of leadership and creativity we need to fuel this next phase of growth into new product categories,” said Shawn Nelson, CEO of Lovesac, in a statement. “Beyond her impressive track record, Heidi is also a strong cultural fit. She shares our values and our passion for Designed for Life products and tailored customer acquisition engines. She is an omni-channel marketing maven.”

This appointment coincides with Lovesac's recent fourth-quarter and full-year earnings results. Q4 net sales saw a 3.6% year-over-year decline to $241.5 million, impacted by decreases in both showroom and online sales. However, net income for the quarter rose 14% to $35.3 million. Full-year net sales dipped 3% to nearly $681 million, accompanied by a 52% decrease in net income to $11.6 million. Despite these challenges, Lovesac expanded its retail footprint by opening 27 net new showrooms, reaching a total of 257 locations.

The company projects sales between $700 million and $750 million for fiscal 2026. Like many retailers, Lovesac is navigating the impact of tariffs levied by the Trump administration on countries frequently sourced by furniture companies. With a significant portion of its 2026 orders originating from Vietnam and China, Lovesac is actively diversifying its production. CEO Nelson confirmed the company is moving "plenty of production" out of China. Due to its high margins, Lovesac anticipates minimal need for price increases.

Lovesac's Product Expansion

Known for its signature Sacs and Sactional modular couches, Lovesac has diversified its product offerings in recent years. In 2025, the brand launched AnyTable, a customizable table designed to complement its Sactional line.