CITY Furniture Selects alma as Strategic and Creative Lead Agency

alma, the miami-based creative shop best known for campaigns like Better with Pepsi and Coors Light Iceman to Canton, has been named CITY Furniture’s lead agency for strategic and creative work following a competitive pitch. 

CITY Furniture, who hasn’t had an external advertising agency for 10 years, tapped alma to develop its new and long-term brand platform for U.S.audiences.

The Florida-based, family-owned furniture store is continuously evolving, famously going from selling water beds in 1971 to 750M in revenue in 2023.

As they consider future expansion, alma will help define the brand’s modern positioning while tapping into culture and creativity to differentiate its creative work within the home furnishings space. 

The new brand platform from alma will officially launch in June of this year.

“Since our first meeting we felt a strong partnership with CITY Furniture,” said Ana Bermudez, senior vice president and managing director at alma. “We're excited to partner with them as they redefine what a quality U.S. furniture brand looks like today. Our team at alma is well-versed on the "new" modern U.S. consumer, who enjoys and relates to many different cultures and trends, but ultimately craves authentic stories, especially when it comes to their home. We're looking forward to bringing CITY Furniture's refreshed story to the world.”

“Our mission at CITY Furniture has always been to provide beautiful furnishings at a great value that make our customers feel at home,” said James Conway, chief retail officer at CITY Furniture. “After meeting alma’s team, working with them was a unanimous decision. We felt like they truly understood our purpose and brand story and have a vision for our brand that respects our company values while creating a platform that’s refreshing and resonates with today’s U.S. consumers.”