Recliner brand La-Z-Boy UK is getting ready to reveal new products at the January Furniture Show (JFS). The brand has just launched its most ambitious rebrand to date with a marketing campaign known as Long Live the Lazy. The trade show, held at the NEC in Birmingham in January, will be the first event to showcase La-Z-Boy’s new look, tagline and branding assets.
The focus of the campaign is to make sure the brand is front of mind for both retailers and consumers when they think of comfort and motion furniture. It aims to highlight the importance of self-care and relaxation, encouraging people to take time out of their busy lives to enjoy lazy moments in their homes.
Dixie and Mayfield lead the way for new collections
Among the new products being unveiled at JFS are two new collections - Dixie and Mayfield.
Dixie, available in both leather and fabric, showcases La-Z-Boy’s trademark comfort and style, while also incorporating the latest technology. Customers will be able to choose a smart sofa with a console, complete with wireless charging , handy cup holders and space to store devices. Customers will be able to pick between static, manual and power recline and there is an option to choose a chair or sofa with a head tilt and lumbar support for added comfort.
Mayfield is a classic collection with a traditional look, which prioritises total relaxation and comfort. Available in both leather and fabric upholstery, consumers will be able to take their pick between static, manual and power recline with the option of a power head tilt and USB charging. Both Dixie and Mayfield will be manufactured for the brand in the Far East.
More new additions still to be revealed
La-Z-Boy UK will also be expanding its Made in Britain range with a new collection manufactured at its factory in Lancashire. Details of this product are still a closely guarded secret, but retailers and buyers will be able to take a close look at the new addition at JFS.
The brand is also launching new fabric upholstery options and expanding the Calda leather range, which was originally launched at the 2023 JFS event at the start of this year. Calda is La-Z-Boy UK’s most competitively priced leather, which aims to make the brand’s products accessible to a wider range of consumers. With a smooth grain surface, matt finish and premium feel, it has proved popular since it was introduced on the Paris collection.
More information:
La-Z-Boy UK
www.la-z-boy.co.uk