Gardner-White is taking up Art Van’s mantle as the lead sponsor of Detroit’s Thanksgiving Day Parade, according to a report in the Detroit Free Press. The paper reported that Gardner-White inked a three-year sponsorship deal for “America’s Thanksgiving Parade”, put on by The Michigan Thanksgiving Day Parade Foundation.
The announcement issued by The Parade Company, which puts on the annual event, did not include how much the retailer paid for its role. Locally dubbed America’s Thanksgiving Day Parade, the event has been sponsored for the past 30 years by Art Van. However that sponsorship was vacated by the venerable retailer’s liquidation earlier this year.
In a statement released by The Parade Company, Gardner-White President Rachel Stewart said, “As Michigan’s top furniture store, it is our responsibility to do more than march in the parade; we need to take the baton and lead.”
“As Michigan’s top furniture store, it is our responsibility to do more than march in the parade; we need to take the baton and lead.”
The parade represents the second significant effort undertaken by Gardner-White to fill the Detroit-area void created by Art Van’s demise. In June the retailer announced it had retained former Art Van advertising agency—the Sussman Agency—to handle its advertising and enhance its brand image.
“This will be a new Gardner-White,” Rachel Stewart, president and fourth-generation leader of the family-owned retailer told Furniture Today at the time. “We are looking at all aspects of our business to determine how we can better serve our existing customers and engage new ones.”
Gardner White ranks No. 57 on Furniture Today’s most recent Top 100 list with 11 locations and estimated 2019 sales of $134 million.