Austrian upholstered furniture producer ADA is entering into a new licensing partnership with La-Z-Boy, a global manufacturer and distributor of residential furniture. 'In the future, we will serve as the exclusive manufacturer for the La-Z-Boy brand in Germany, Austria, Switzerland, Croatia, and Serbi,' ADA says.
'As the kick-off to this promising collaboration, we will introduce six recliners from La-Z-Boy to the market, offering a variety of functions. Leveraging our experience as a licensed partner for other renowned brands such as Birkenstock, Joop!, and Tom Tailor, we are well-prepared for this venture.'
Mark Draper, Vice President of La-Z-Boy International, says: 'The licensing partnership with ADA is a significant step for us to strengthen our brand presence in key European markets. We are very excited about the collaboration to develop designs specifically tailored for these markets. This allows us to offer even more end consumers the comfortable luxury of La-Z-Boy furniture. In the coming months, several marketing initiatives will follow to announce our market entry.'
Left to right: Tamás Déri, Head of Sales (ADA); Margot Wisiak, Chief Marketing & Development Officer (ADA); Jeff Lillich, EMEA Sales & Business Development Director (La-Z-Boy International); Sven Dokter, Chief Sales Officer (ADA); Natasha Shillingford, Brand Marketing Director (La-Z-Boy International); Mark Draper, Vice President (La-Z-Boy International)
Margot Wisiak, CMO at ADA, adds: 'Our extensive experience as a manufacturer for licensed partners is a significant asset for the collaboration. We are confident that through this partnership, we can leverage our collective strengths to explore new markets and advance La-Z-Boy.'
La-Z-Boy's new brand platform, "Long Live the Lazy," aims to remind consumers of the importance of enjoying well-deserved moments, especially in comfortable La-Z-Boy furniture. Furniture specifically designed to rejuvenate both body and mind. The new product range aligns with the brand's core values: comfort, movement, and quality. The first developments from this licensing partnership will be showcased in the La-Z-Boy brand showroom at the ADA headquarters in Anger near Weiz.
More information:
ADA
https://www.ada.at/