TORONTO - The original Bad Boy has come out of retirement, returning to his first love and the thing that first made him a household name throughout much of Canada: selling furniture and appliances.

The new Lastman's Bad Boy logo.

Mel Lastman, a flamboyant political personality who served two terms as mayor of the amalgamated City of Toronto and six terms as mayor of North York before that, will be honourary chairman of the newly renamed Lastman's Bad Boy. He retired from politics three years ago.

His appointment was part of restructuring deal that saw his son, Blayne Lastman, who re-founded the high impact promoter almost a decade ago; assume 100 per cent ownership of the company after buying out his partners.

"I loved the company so much, I bought it all," Blayne Lastman said. He will now become chairman and chief executive officer of the five-store chain.  

While financial arrangements and other details weren't disclosed, Lastman admitted the buy-out was prompted in part by differing visions of the future of the company.  

Blayne Lastman and his father, Mel Lastman, former mayor of Toronto and the original Bad Boy announce the formation of Lastman's Bad Boy, after the former bought out his partners and took complete ownership of the high-impact promoter.

"We want to grow," Lastman said, adding he wants to return to his early days when heavy promotion, often built around wild and crazy stunts, drove business into the stores. During those early years, the company quickly went from one to five stores supported by a central distribution centre.

Among his better known publicity campaigns was the hiring of a Bill Clinton impersonator to be the company's spokesman. The then-president's legal staff tried and failed to get the campaign yanked, prompting wide media coverage in both the U.S. and Canada - getting Lastman guest spots on Letterman and other major television shows. Other campaigns saw Lastman tackling wrestling star Randy Savage and trying to give away an elephant.

"We're going to be the most aggressive furniture, bedding, appliance and electronics retailer in the country," Lastman said.

However, new stores haven't been added in the past few years and Lastman believes Bad Boy has yet to achieve its potential.

"We have a warehouse that's capable of supporting 15 stores," Lastman said, adding he wants to add new stores over the coming year in each of three major centres in south-western Ontario: London, Hamilton and Kitchener. "We also just made the biggest media buy we've ever made. It's the right time to be doing all of this."

The new advertising campaign with feature both Blayne and Mel and will, until 15 July, offer every Bad Boy customer a pair of tickets to a Toronto Blue Jays home game. As honourary chairman, Mel Lastman will be involved in the advertising and marketing efforts and will spend time on the floor of each store working with the sales staff and greeting customers. "We're going to bring the entertainment back," Lastman said.

"I'm delighted to have him out of retirement," Blayne said of his father, Mel. "He's the greatest salesman in the world. The company has done a complete circle and is now fully owned and operated by the Lastman family once again."

As part of the restructuring, Blayne Lastman has put together a new senior management team in part to allow him to concentrate on strategic planning and growth initiatives while helping drive the advertising, marketing and merchandising efforts.

Leading the new management team will be Tony Balasingham, who has been named president of Lastman's Bad Boy. He joined the company in 1999 and most recently served as director of operations, where he was responsible for warehousing, delivery, customer service and creating new IT systems. A chartered management accountant, he served as vice president of finance and operations for Hickory Farms Canada before joining Bad Boy.

Succeeding Balasingham as vice president of operations will be Beth Llanes, who will also serve as controller.

Peter Tsingis will join the senior management group as vice president of merchandising.

Lastman also said Bad Bay's furniture and bedding assortment will be upgraded over the coming months and will emphasis Canadian brands over imported goods. "We will go a litter higher end, we're going to buy better quality goods," he said, adding their goal to offer consumers the best possible deal won't be sacrificed. "If we can get the deals we need, we're going to buy Canadian because the quality is better."