In July of 2019, Lake Effect was a fledgling company with an awareness and perception problem. Only a small percentage of people knew Lake Effect and many who did equated the brand with a lower cost, lower quality option. In addition, the furniture market in Buffalo was dominated by two players – Raymour and Flanigan and Ashley Home Stores. Raymour and Flanigan, alone, accounted for about 50% of gross sales in the market.