ADA x La-Z-Boy: New license partnership
As Austria’s largest producer of upholstered furniture, we have concluded a new licence partnership with La-Z-Boy, a leading global manufacturer and dealer of home furniture. We will act in future as the exclusive manufacturer for the La-Z-Boy brand in Germany, Austria, Switzerland, Croatia and Serbia.
To kick off this promising collaboration, we will be launching six La-Z-Boy recliners with a wide range of functions. As a manufacturer for other renowned brands, including Birkenstock, Joop! and Tom Tailor, we can already draw on many years of experience as a licence partner.
As Mark Draper, Vice President of La-Z-Boy International, emphasises: “The licence partnership with ADA represents a major step for us in strengthening our brand presence in key European markets. We are very much looking forward to working together with ADA to develop designs specifically tailored to these markets. This way, we will be able to offer even more end customers to chance to enjoy the comfort of La-Z-Boy furniture. We will be launching several marketing campaigns over the next few months to publicise our market entry.”
From the left: 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 many years of experience as a manufacturer for licence partners is a considerable advantage for our collaboration. We are convinced that this partnership will be an ideal way for us to exploit our shared strengths, to open up new markets and to promote the La-Z-Boy brand.”
La-Z-Boy’s new brand platform. “Long Live the Lazy”, aims to remind consumers how important it is to enjoy the well-deserved, lazy moments – especially in cosy La-Z-Boy furniture. Furniture specially designed to regenerate the body and the mind. The new product range is based on the brand’s core values: comfort, movement and quality. The first new developments from this licence partnership will be exhibited in the La-Z-Boy brand showroom at the ADA headquarters in Anger near Weiz.
