La-Z-Boy democratizes interior design service as demand surges

The interior design industry is experiencing unprecedented growth and transformation as consumer preferences evolve alongside technology. Market projections indicate industry expansion from $267.63 billion in 2025 to $447.65 billion by 2034, according to a 2025 report published by Market Research Future. Behind these numbers lies a fundamental shift in consumer behavior: Americans are no longer content to simply purchase furniture. They want professionally designed spaces that reflect their lifestyle and their personality while maximizing their investment.

Even so, traditional interior design remains prohibitively expensive for most households. Interior designers can charge between $100 and $200 per hour, and per-room design fees can range from $1,000 to $7,500, all excluding furniture and decor costs. For many, these prices make professional guidance an unattainable luxury, forcing them to navigate complex decisions about space planning, color coordination and furniture selection on their own.

This accessibility gap has created an opportunity for furniture retailers to reimagine their value proposition. Rather than simply selling products, forward-thinking companies are positioning themselves as design destinations that offer comprehensive support throughout the home-furnishing journey.

Several major furniture retailers have responded to this demand by incorporating design services into their operations. Companies like Crate and Barrel, CB2, Ethan Allen, Pottery Barn and West Elm offer complimentary design consultations, recognizing that helping customers visualize their spaces drives satisfaction, sales and loyalty. The trend reflects a broader evolution in the home furnishings market, where the boundary between product and service continues to blur.

Yet not all complimentary design programs are created equal. Many retailers offer limited services — perhaps an initial consultation or basic room planning — before transitioning to fee-based models or expecting immediate purchases. Others provide virtual-only options that lack the hands-on guidance many customers prefer when making significant furniture investments.

A Comprehensive Approach

La-Z-Boy Furniture Galleries has distinguished itself in this competitive landscape by offering what the company describes as a truly complimentary, full-service In-Home Design Program accessible to its customers at any stage of their journey with La-Z-Boy. The company’s program, which began in the late 1980s, represented a forward-thinking approach to service at a time when the furniture industry was undergoing significant upheaval. In fact, one-third of furniture retailers went out of business between 1979 and 1983, when most stores focused solely on product sales. 

La-Z-Boy's early commitment to complimentary design consultation positioned the company among a small group of visionary retailers reimagining the furniture-buying experience. Its design program provides access to professional designers who work with clients on projects of any size — from how to utilize a wall niche to whole-home transformations. 

The program is based on what La-Z-Boy calls its “Seven Layers of Design,” which considers the architecture of a room (e.g., size, type of light, ceiling height), upholstery, rugs, tables, lighting, art and accessories – such as florals and throw pillows. 

“Not only do we take the entire space into consideration to determine what will enhance it,” said designer Dennis Becker, “but we also help customers choose everything from the rug on the floor to the art on the wall." 

He’s not sure what surprises customers more — that La-Z-Boy sells everything from armoires to zebra pattern rugs or that interior design support is a standard offering.

What sets La-Z-Boy's program apart is not just the absence of fees in an industry where in-person consultations alone can cost thousands of dollars, but the comprehensive nature of the service and the speed of turnaround, often from a few days to a week. Designers are available seven days a week, aligned with retail store hours, and can meet with clients through three flexible formats: in-store, where customers can view furniture and fabric swatches in person; virtual video sessions; or in-home appointments.

La-Z-Boy's approach allows customers to physically interact with materials and receive real-time feedback from a professional.

“Customers who visit the store may bring in their own design elements, like a countertop sample, rug sample, cabinet materials, so we have everything we need in front of us," Becker said. “In the home setting, we can get to know the client on a more personal level.”

Technology Meets Tradition

The integration of technology plays a crucial role in delivering these services efficiently. La-Z-Boy introduced 3D software a decade ago, and the program has been regularly updated to become increasingly realistic. After a designer takes precise measurements and inputs them, the program can create interactive and immersive visualizations that show existing and prospective furniture and decor placement. You might even spot the family dog in their favorite spot or your husband sitting at the kitchen island. 

“It helps a customer emotionally connect with the design and to see what a space would look like from all angles," Becker said. "If we recreate the space, it's impossible to make a mistake in your purchase because it's down to the inch for accuracy." 

Becker also emphasized that the La-Z-Boy design process is fundamentally collaborative rather than prescriptive: "Many people think that a designer is going to dictate the entire look. We want clients to tell us what they're thinking and wanting and loving and hating and what they want to achieve. We call our design service a no-pressure zone. Nine times out of 10, the customer says, 'That's it!' because we listened to them."

Beyond Furniture

Importantly, La-Z-Boy's design service extends well beyond furniture selection. Designers can assist with paint color choices, flooring decisions and even window treatments like custom blinds. All of La-Z-Boy's furniture pieces can be customized with various fabrics, leathers and wood finishes, providing extensive options that can feel overwhelming without professional guidance.

"There's so much choice that many people don't know where to start," Becker said. "You can have the first one of something that we've ever built due to the customization."

Approximately 25% of La-Z-Boy customers utilize the design service, but the company is actively working to increase that figure to 50%. 

As an industry leader with a mindset toward continuous evolution, La-Z-Boy in Albuquerque intends to soon add AI capabilities to many of its processes as well.

As more Americans recognize the value of professional design guidance, and as furniture retailers continue refining their service models, the definition of what constitutes a furniture store will continue expanding. The winners in this evolution will be companies that make quality design support accessible, leverage technology thoughtfully and understand that in today's market, selling furniture is inseparable from helping customers create the homes of their dreams.