Self-storage real estate investment trust Life Storage Inc. played an April Fools’ Day prank last week when it promoted the launch of a fictional product line called “She Sheds.” Aimed at female customers, the sheds were said to be decked-out units for a “discreet and luxurious escape from the perils of motherhood,” according to a bogus press release published on PRWeb. The company claimed it would be testing the new product in select markets this summer.
According to the release, the specialized 10-by-20-foot units would be outfitted with decorative lighting, a couch, carpeting, a flat-screen TV and hardwood floors. It would also be protected with an “impenetrable security system” and designed to be “untraceable, keeping unwanted distractions out while providing a calm, serene atmosphere within.” It was said to be priced at $99 per month, with upgrades like high-speed Internet access, a Netflix membership and masseuse visits available for an additional fee.
Life Storage encouraged women to share their personal “wish list” on the company’s Facebook, Instagram and Twitter accounts using the hashtag #ThatsWhatSheShed. The company said it would consider the suggestions for future product enhancements.
A link at the end of the release opened to Web page containing a video in which a harried mom talked about man caves and the search for a space of her own, after which she showed off her very own “She Shed” and all of its amenities. Further down the page, readers saw the message, “April Fools!” Life Storage did, however, invite its customers to “get in on the prank” by sharing the page with a friend.
Based in Buffalo, N.Y., Life Storage operates 650 self-storage facilities in 29 states, under the Life Storage and Uncle Bob's Self Storage brand names. Its portfolio of owned and managed facilities comprises about 45 million square feet.
