Furniture retailer Lovesac has appointed Heidi Cooley, former chief marketing officer at Crocs, as its new chief brand and marketing officer. She will be reporting to Lovesac’s president, Mary Fox.
Cooley brings years of experience to the role, having previously served as vice president of marketing at Sports Authority and led initiatives that drove profitability at Crocs, which reported soaring sales this year.
Shawn Nelson, CEO of Lovesac, said, “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 engines. She is an omni-channel marketing maven.”
The new appointment comes on the heels of a mixed performance in fiscal 2025, which ended on 2 February 2025. Lovesac saw its net sales drop by 3% to $19.7 million while its gross profit decreased by 0.8% to $3.2 million.
Additionally, the retailer achieved a net income of $11.6 million compared to $23.9 million in the year prior.
Cooley added, “Lovesac has a track record of breakthrough innovation and great business performance. I can’t wait to join the team to build upon that foundation with a fan-first marketing approach that drives meaningful consumer connections and long-term profitable growth.”
Meanwhile, the direct-to-consumer brand is also preparing for the effects of additional tariffs, which are set to affect businesses’ supply chains.
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