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Lovesac (LOVE) has issued a string of surprises for investors this year. When the coronavirus hit, investors began to scramble for the hills. As a very small, upmarket niche brand that caters predominantly to millennials (a generational group that has been disproportionately impacted by the economic fallout of the coronavirus), and as a company that relies a lot on its retail footprint to drive sales, many investors thought the pandemic would spell the end for Lovesac.
But Lovesac has responded tremendously well to the coronavirus. It shifted its marketing online, and immediately after