Lovesac Names Former Crocs CMO as First Chief Brand and Marketing Officer
Lovesac has appointed Heidi Cooley as its first Chief Brand and Marketing Officer, effective April 23. Cooley brings extensive experience, most recently serving as CMO at Crocs, where she played a key role in driving profitability and elevating the brand's cultural presence.
At Crocs, Cooley implemented a digital and social-first approach to fuel growth. Prior to Crocs, she held the position of Vice President of Marketing at Sports Authority.
Cooley to Lead Lovesac's Growth Strategy
Reporting to Lovesac President Mary Fox, Cooley joins the executive leadership team and will lead the company's ambitious goal of reaching 3 million Lovesac households by 2030.
CEO Shawn Nelson expressed confidence in Cooley's ability to drive the brand forward, stating,
"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. 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."
This appointment comes as Lovesac announced its fourth-quarter and full-year earnings results. While Q4 net sales saw a slight decline, net income for the quarter increased. The company remains optimistic about future growth, projecting sales between $700 million and $750 million for fiscal 2026.
Lovesac is actively addressing challenges such as the impact of tariffs by diversifying its sourcing strategy. The company is also continuing to innovate with new product categories, such as the recent launch of AnyTable, a customizable table designed to complement its popular Sactional couches.
With Cooley's expertise in brand building and digital marketing, Lovesac is well-positioned to achieve its ambitious growth targets and further solidify its position in the furniture market.
