The lease-to-own home retailer had to reposition itself to remain relevant and increase market share. Its newly designed stores offer both existing and new customers a fulfilling way to lease what they’ll love to own.

Business Challenge

Aaron’s has historically attracted young families and cost-conscious older individuals. To appeal to younger customers while mitigating negative perceptions of lease-to-own, the brand needed a new operating model and shopping experience to showcase it. Together, Aaron’s and Big Red Rooster delivered a transparent concept that engages both millennials and existing core customers.


Delivered a simplified program that communicated the updated business proposition to the tech-savvy younger consumer Aaron’s is targeting for future growth.

Aaron’s prototype store in San Marcos, TX not only exceeded financial projections during its test period, it also realized a 30% increase in new customers with 15% of them being millennials. To build on its momentum in the market, Aaron’s immediately opened six additional stores in the San Marcos area.


“It’s clear we’re developing a new model that can even compete with retailers outside of Lease To Own.”

Tom Carey – Vice President, Aaron’s

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