CordaRoy’s Rebrands for a Future Built on Comfort and Growth

CordaRoy’s, the original convertible bean bag brand, partnered with Push to usher in a bold new chapter aimed at long-term scalability and category leadership. After 26 years of innovation, the brand faced rising acquisition costs, growing wholesale demand, and the need to elevate its presence with big box retailers. Push was tasked with refreshing the brand to better connect with a new generation of comfort-seekers while remaining true to CordaRoy’s family-first roots.

Through extensive research, strategic positioning, and a complete brand identity overhaul, Push helped evolve CordaRoy’s from a features-driven message to a feelings-first platform built around warmth, joy, and lasting quality. The new brand filters such as Filled with Joy, Family First, Foam Forward, Quality Crafted, and Comfort is King inform every touchpoint, from messaging to visual design. With a foundation of “foam-filled furniture that brings people together,” CordaRoy’s is now positioned not just as a product, but as a comfort-driven lifestyle brand. The rebrand sets the stage for expansion into major retailers, new audiences, and future innovations, one hug at a time.