A new furniture showroom has opened inside the La-Z-Boy store at 27754 Novi Road, giving Metro Detroit shoppers a hands-on look at Joybird's customizable sofas, chairs and sectionals under one roof. The shop-in-shop setup pairs La-Z-Boy's recliners and power-reclining sectionals with Joybird's mid-century modern designs, letting homeowners, design enthusiasts and interior designers browse both brands without leaving the store.
The Joybird showroom includes an interactive swatch wall stocked with more than 80 fabric options, according to MLive. Shoppers can also explore room vignettes built around the brand's best-selling styles, along with regional favorites and pieces pulled from Joybird's nationwide catalog. The outlet reports the space includes rugs, throw pillows and poufs alongside the upholstered furniture, and that products on display can also be viewed online at joybird.com/showrooms/novi.
Digital Tools Built for Planning Ahead
Joybird backs the in-store experience with a set of free digital tools designed to take the guesswork out of buying furniture sight unseen. Per the same MLive report, customers can use a 3D room scanner and a modular sofa builder to measure their space and visualize pieces before committing to a purchase, whether they're shopping in person or from home. Those tools echo the broader customization model the brand has built its reputation on: Joybird's own materials describe more than 18,000 possible combinations across its product line, supported by digital visualization features like 3D room scanners and modular builders, according to Joybird.
For shoppers who can't make it to Novi Road, the article notes Joybird also offers video calls and online chats for remote showroom tours, plus in-person design guidance for those who do visit. The Novi location is open 10 a.m. to 7 p.m. today through Thursday, 10 a.m. to 6 p.m. Friday and Saturday, and 11 a.m. to 6 p.m. next Sunday.
Why La-Z-Boy Is Betting on Its Younger Sub-Brand
The Novi opening fits into a much larger corporate strategy. La-Z-Boy Incorporated, founded in 1927 and headquartered roughly 45 miles south in Monroe, Michigan, acquired Joybird in 2018 to expand its e-commerce reach among younger buyers. Joybird had been founded in Commerce, California, in 2014 by Alex Del Toro, Andres Hinostroza, Joshua Stellin and Christopher Stormer, with upholstery manufacturing based in Tijuana, Mexico, and was generating roughly $55 million in annual revenue as a private direct-to-consumer startup before joining La-Z-Boy, per Retail Dive.
La-Z-Boy has since prioritized store-within-a-store concepts as part of its multi-year “Century Vision” growth strategy ahead of the company's 100th anniversary, as reported by the Toledo Blade. The same report notes that company-owned retail locations now make up an all-time high of roughly 60% of La-Z-Boy's overall store network, a shift that makes it easier for the parent company to fold sub-brands like Joybird directly into existing showroom space. Beyond Joybird, La-Z-Boy's portfolio of non-recliner home furniture brands also includes Hammary, England Furniture Co., Kincaid and American Drew, according to Business of Home.
A Competitive Corridor for Home Furnishings
Novi Road already functions as a major retail and home furnishings corridor in Oakland County, hosting furniture retailers including Pottery Barn and Gorman's Furniture, with a 102,600-square-foot Gardner White store also set to open in 2026, according to MI Patch. Landing a shop-in-shop there puts Joybird's handcrafted, customizable furniture in front of the same high-volume shoppers already drawn to the strip for comparison browsing.
The move also reflects a wider pattern among direct-to-consumer home brands, which have increasingly opened physical retail and shop-in-shop partnerships inside established stores to lower customer acquisition costs and boost profitability, per Business of Home. Joybird operated 13 standalone stores by mid-2025 while simultaneously expanding its shop-in-shop footprint inside La-Z-Boy locations, the outlet reported. Hoodline previously covered Joybird's Marina expansion in San Francisco, part of the same push to build out physical touchpoints for an online-first brand.
