Bob's Discount Furniture was founded by Bob Kaufman and Gene Rosenberg in 1991, opening their first store in Newington, Connecticut. Bob Kaufman became the face of the company, appearing in distinctive TV commercials that helped build the brand's recognition.

Growth and Expansion Starting as a single store in Connecticut, Bob's gradually expanded throughout New England in the 1990s. The company became known for its no-frills shopping experience, straightforward pricing, and in-store café offering complimentary refreshments.

Working in collaboration with JLL Design Services, our objective was to help Bob’s Discount Furniture evolve its store concept to support ambitious nationwide growth. The challenge was to modernize the shopping experience while staying true to the approachable, value-driven personality the brand is known for.

The project spanned every touchpoint of the in-store journey—from rethinking the overall store layout and flow to completely overhauling in-store communications. We designed a cohesive system of point-of-purchase (POP) materials that empowered customers to self-shop with ease, making it simple to find the right products without relying solely on sales staff.

By blending intuitive navigation, engaging visuals, and clear product information, we transformed the in-store environment into a more customer-friendly, efficient, and brand-consistent experience—laying a strong foundation for Bob’s continued expansion across the country.