New look

Rebranding takes centre stage at La-Z-Boy UK’s JFS stand.

An ambitious rebrand and three new collections will be the focus of La-Z-Boy UK’s stand at the January Furniture Show.

The company behind the world’s first recliner recently revealed a fresh brand identity and marketing campaign: Long Live the Lazy. Aimed at making sure that La-Z-Boy UK is at the forefront of consumers’ minds when they think of comfort and relaxation, the rebrand will feature prominently at JFS.

The La-Z-Boy UK team will be on hand at the event to talk buyers through the brand’s new direction. And the stand will include an American football-themed sports cave celebrating the company’s three-year partnership with the NFL, which includes being the official furniture partner of the NFL London Games. La-Z-Boy UK will also be launching three new collections at the show: one manufactured at its Lancashire factory and two overseas-made models: Dixie and Mayfield.

Dixie comes with the option of a console unit, which will make the product a smart sofa complete with wireless charging, storage spaces for devices and cup holders. Customers can choose between leather and fabric upholstery and opt for a static model or power or manual recline options. There is also the opportunity to add lumbar support and a head tilt.

Mayfield has a classic design and is also available in either leather or fabric. Available as either a static product or with manual or power recline, there is also the option to include a power head tilt and USB charging.

In total there will 13 La-Z-Boy UK collections on display at JFS. In addition to the new products being launched for 2024, visitors will be able to see Lennox, Winchester, Georgina, Baxter, Trent, Jones, Anderson (pictured), Paris, Vienna and Sloane. Visitors to the stand will also be able to see the new leather and fabric upholstery options being added to the collections for 2024. This will include an expansion of Calda – La-Z-Boy UK’s most competitively priced leather. Calda, a matt leather with a premium feel, was introduced to the market at 2023’s JFS with the aim of making La-Z-Boy furniture accessible to more people and giving retailers greater flexibility over their price points. Initially available only on the Paris collection, which was launched at the same time, it will now be offered as an option on a greater number of products.

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