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Hope and Innovation: Gardner White’s Unique Promotion Ties to Detroit Lions

Rachel Stewart, the new CEO of Gardner White, has high hopes for the Detroit Lions this season. Despite the potential financial impact on her company, which could face millions in refunds if the team wins the Super Bowl, Stewart says the joy of seeing the Lions triumph would be worth it. “I love the Lions … been a fan since I was a kid. It would be worth it just to see them win!” she expressed passionately.

Stewart, who took over leadership of the family-owned furniture business this spring, has introduced an exciting promotion: customers purchasing furniture at Gardner White stores until August 14 will receive a full refund if the Detroit Lions secure a Super Bowl victory (excluding taxes, delivery fees, and other specific exclusions). This distinctive marketing strategy aims to engage fans and drive business during the football season.

The inspiration for this promotion comes from a similar initiative taken by a Boston furniture retailer linked to the Red Sox’s success. Stewart, along with Brad Bailey, the newly appointed president of Gardner White, has been brainstorming ways to creatively promote their brand, with a focus on forming a partnership with the Lions.

“We also considered other promotional concepts, like giveaways based on Jared Goff’s touchdowns, but we felt this approach really aligns us with the team,” said Stewart, emphasizing a more genuine connection to the Lions.

A Unique Background

Stewart’s career trajectory is not typical of retail executives. Her experience spans work at the Clinton Global Initiative and the U.S. Department of Energy, areas where she developed a strong commitment to environmental concerns.

After moving back to Michigan in 2012 to raise her family, Stewart chose to step into the family business, recognizing the dynamic opportunities within the local market and the value of learning directly from her parents about day-to-day business operations.

Building a Partnership with the Lions

Stewart’s passion for the Lions remains evident as Gardner White has recently signed a multiyear agreement to become the official furniture and mattress partner of the team. “This partnership is just beginning,” she stated, adding that this promotion marks the start of many collaborative efforts with the team, including working alongside Lions legends Herman Moore and Lomas Brown.

Additionally, the company is launching a special initiative inviting children to present the game ball to Roary, the Lions’ mascot, before home games, further solidifying their community engagement.

Stewart’s contributions extend beyond retail; she is actively involved with the Michigan Thanksgiving Parade Foundation, where Gardner White is the presenting sponsor for America’s Thanksgiving Parade. Her leadership skills and commitment have not gone unnoticed, with colleagues praising her for her ability to communicate, collaborate, and create impactful change.

“Rachel is fast becoming a CEO rock star,” remarked Bob Riney, president/CEO of Henry Ford Health. He commended her multifaceted approach, driven by a desire to uplift both the business and the broader community.

Looking ahead, Stewart aims for Gardner White to be at the forefront of innovation in the retail sector. “We want to lead the industry in terms of innovation,” she stated, highlighting their commitment to creating a forward-thinking workplace that prioritizes employee satisfaction. The retailer has previously been recognized as the “Best Place to Work” in the industry by Furniture Today.

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As Gardner White continues to innovate under Stewart’s leadership, her vision not only seeks to enhance the company but also contribute positively to the community. Her ability to blend her passion for the Lions with business strategies signifies a new chapter for both the retailer and the fan base alike.

Source
finance.yahoo.com