Upholstery brand La-Z-Boy has secured expansion in central Europe with a new deal.
Austria’s largest upholstery producer ADA has become the first licensee for Germany, Austria, Switzerland, Croatia and Serbia.
The family-owned business manufactures all of its products in Europe – at five locations in Austria, Hungary and Romania – and carries out 98% of the production steps in-house.
ADA is also a licensing partner for brands including Birkenstock, JOOP! and Tom Tailor.
The deal will initially see ADA produce six La-Z-Boy chair designs featuring push-back, power, lever and lift mechanisms.
‘We are delighted to have cemented our licensee partnership with ADA, giving us fresh brand presence in key markets of mainland Europe. We look forward to working with the ADA team to unveil new market-specific designs that will bring La-Z-Boy comfort to a wider consumer base. We’ll be announcing our market presence with exciting brand activations in the coming months,’ says Mark Draper, La-Z-Boy International vice president.
‘Our long-standing experience as a manufacturer for licensing partners is a significant asset for our collaboration with La-Z-Boy. We believe that this partnership will allow us to fully utilise our combined strengths to enter new markets and drive the brand’s growth,’ says Margot Wisiak, ADA chief marketing officer.
