1. Lovesac partners with Van Leeuwen for a limited-edition product. 2. Collaboration celebrates Van Leeuwen's 10 years of Honeycomb flavor. 3. Available CitySac Covers will retail for $525 each. 4. Honeycomb ice cream scoops offered at $3 on National Ice Cream Day. 5. Giveaways include ice cream, covers, and merch, enhancing brand awareness.
The collaboration drives customer engagement, similar to successful marketing partnerships boosting sales in prior examples. Innovative product launches generally increase brand visibility and can lead to higher sales.
The partnership signifies strategic marketing synergy enhancing customer reach and engagement, likely leading to increased sales. Limited-edition products can create urgency and boost short-term revenues.
The immediate sales surge is expected primarily around National Ice Cream Day. Past collaborations have seen a quick spike in interest, followed by normalization.
The brands are teaming up to celebrate 10 years of Van Leeuwen's fan-favorite Honeycomb flavor with custom CitySac Covers, $3 scoops, giveaways, and a celebration in NYC.
BROOKLYN, N.Y., July 18, 2025 /PRNewswire/ -- Van Leeuwen Ice Cream, the NYC-born, nationally beloved brand known for its cult-favorite dairy and vegan ice cream, and Lovesac, the home furnishing and technology brand renowned for its innovation and comfort, are teaming up to launch a limited-edition, comfy collection of custom CitySac Covers. Inspired by Van Leeuwen's iconic flavors, and just in time for National Ice Cream Day (July 20), this collaboration is bringing customers the sweetest seat in the house!
The Lovesac x Van Leeuwen CitySac Covers are available in a variety of colors, each featuring a custom pocket, perfectly sized to hold an ice cream scoop or spoon - so a sweet treat is always within reach. All Covers are available for purchase with or without a CitySac Insert. The collection will be available on Lovesac.com/Lovesac-And-Van-Leeuwen while supplies last, starting July 18th at 10 am EST.
"Honeycomb began as a limited-time special, and it took on a life of its own," said Ben Van Leeuwen, CEO and co-founder. "People fell in love with it, and we quickly added it to the menu year-round, and it's now one of our most popular flavors. We're excited to celebrate the flavor on National Ice Cream Day, and to bring it to life in a new way with our friends at Lovesac."
"At Lovesac, we're always eager to collaborate with like-minded brands that share our commitment to delivering exceptional products to their customers," said Shawn Nelson, CEO and Founder of Lovesac. "I LOVE ice cream... especially Van Leeuwen, so we're beyond thrilled to partner with Van Leeuwen to celebrate the 10th Anniversary of Honeycomb, bringing limited-edition, ice cream-inspired CitySac Covers to Lovesac fans and ice cream enthusiasts nationwide."
In celebration of Honeycomb's 10-year anniversary, Van Leeuwen will offer $3 scoops of Honeycomb ice cream at all stores from 12:00 – 2:00 PM on National Ice Cream Day. In New York City, the Van Leeuwen Tribeca location will transform into the official Honeycomb Hub from 12pm-3pm ET, featuring Honeycomb-themed decor and special edition Honeycomb treats. The first 100 guests will receive a scratch-off ticket offering the chance to win a variety of different prizes.
As part of the partnership, one lucky fan will have the chance to win the Lovesac x Van Leeuwen CitySac in Honeycomb, a 3-gallon tub of Honeycomb ice cream, and a newly launched Van Leeuwen x Material ice cream scooper. Fans can enter for a chance to win on Instagram; an announcement outlining the giveaway will be posted to both brands' channels @vanleeuwenicecream and @lovesac.
Honeycomb, or "Hokey Pokey" as it's known in New Zealand and Australia, is a sweet cream ice cream with pieces of honeycomb candy throughout. Van Leeuwen coats half of their honeycomb in a little coconut oil and leaves the other half uncoated, resulting in crunchy pieces and gooey ribbons of caramel throughout.
Van Leeuwen began as a yellow scoop truck on the streets of NYC in 2008 by Ben Van Leeuwen, Pete Van Leeuwen, and Laura O'Neill, on a mission to make good ice cream from good ingredients. Their French-style ice cream quickly gained a loyal following, and they now have scoop shops in multiple states. Pints, ice cream bars, and ice cream sandwiches are available nationwide and online.
Based in Stamford, Connecticut, The Lovesac Company is a technology-driven company that designs and sells unique, high-quality furniture. Their product offering includes modular couches called Sactionals and premium foam beanbag chairs. The brand values responsible production and innovation.
Contact: HUNTER PR [email protected]
SOURCE The Lovesac Company