Once online-only, Joybird has grown into an omnichannel home furnishings supplier, now with 14 brick-and-mortar retail stores and a wholesale division. Vice President and General Manager Gerardo Ornelas joined Joybird as director of finance — following the brand’s 2018 acquisition by La-Z-Boy — and was tasked with sharing the brand’s story, its value proposition and what differentiates the brand from others. “You could say I was a brand ambassador,” Ornelas said. “I was tasked with bringing new technology and strategies to get Joybird products in front of more customers.” Ornelas and his team have been able to build on collected consumer data to advance Joybird’s growth, understanding where and how its customers live, informing the company’s strategic retail locations. Joybird plans to boost its retail to 25 stores within the next year, Ornelas said. The company is also expanding into wholesale, providing other retailers with customizable upholstery pieces merchandised with the brand’s case goods and home décor. Ornelas credits technology with much of Joybird’s success. With his technology background, he has helped the company to develop robust marketing that allows potential customers to see custom options as well as to visualize pieces in their homes. Combined with its physical locations, Ornelas sees the company continuing to grow, and he’s excited to be part of that journey. “We’re very good at making furniture inspirational to our specific customers,” he noted.
