Lumber Liquidators Selects Pinnacle Advertising as Agency of Record

Home improvement brand Lumber Liquidators is investing in rebuilding its brand and stature in the marketplace, naming independent agency Pinnacle Advertising as its new agency of record. The move follows a buyout of the brand by private equity firm F9 Investments and a return to its original brand name Lumber Liquidators, after the bankruptcy of its predecessor brand LL Flooring.

“We believe there is great equity in the Lumber Liquidator name and brand legacy of providing a wide range of flooring options to our consumers around the country,” said Tom Sullivan, the original founder of Lumber Liquidators and F9 investments, who is returning to lead the company. “We sought out Pinnacle to rebuild our brand based on their great success with other founder-led consumer products companies such as WeatherTech.”

Pinnacle has been hired to provide a full range of integrated marketing, media and advertising solutions to Lumber Liquidators. The agency partners closely with its clients to help understand and solve their business challenges through a results-driven approach to marketing. New work for Lumber Liquidators is expected to be in-market in April.

“Lumber Liquidators is in a highly competitive category and was looking for new thinking to get stronger in-store sales and open up an online retail channel. This is just the kind of business that Pinnacle understands how to build,” said Michael Magnusson, CEO of Pinnacle Advertising. “We are driven by understanding today’s consumer and finding new ways to connect with them, which is just what Lumber Liquidators needs.”