Overview:

A multi-billion-dollar global luxury home goods brand engaged Counts Consulting to redefine its go-to-market model following the merger of two heritage brands. Leadership sought a path to stronger market share, clearer customer segmentation, and a sharpened brand position to support near-term goals and long-term growth.

Approach:

• Market Opportunity - Conducted comprehensive market research across overall luxury market integrating industry reports, category forecasts, design-industry trends, and housing market dynamics

• Bottom-up TAM - Built a comprehensive TAM model across luxury segments, competitive set, and spend across remodel vs new construction, housing type, and geographic tiers

• Consumer & Trade Insights - Created and analyzed affluent consumer survey and ran expert interviews across the interior design and architecture community to surface behavior segments, decision journeys, and key conversion levers

• Brand Positioning & Competitive Assessment - Developed a clear brand positioning and unified architecture based on analysis of competitors’ design language, pricing, distribution, and customer perception

• Channel Strategy - Designed a tiered showroom and channel strategy, mapping priority markets and outlining experience principles to improve trade and consumer engagement and conversion

Impact:

• Leadership alignment on a unified go-to-market strategy, elevated brand direction, and prioritized initiatives

• Adoption of TAM model as the new internal standard for market sizing and planning

• Clear market and customer segmentation and insights informing product, design, and channel roadmaps

• Prioritized showroom strategy guiding near-term capital deployment and long-term market expansion

• Stronger competitive differentiation and clarity on where to win across luxury segments