La-Z Boy and Exponent AI “Decliner” Automates Me-Time In 2021, the furniture brand had operated as a low-growth company with low-risk tolerance and heavy cost controls. But once pandemic sales started to slow, the company decided to take a different approach, repositioning itself as an active, interesting and distinctive brand to reach a wider and younger audience. The Decliner launched two days ahead of National Lazy Day, focusing its earned media strategy on major consumer outlets