LF Products, a subsidiary of Fung Group, has announced that it will now rebrand as Living Style Group.
In a press release, the pure-play furniture and home furnishings company, said that the rebrand comes following the completion of Li & Fung’s strategic divestment of its three product verticals (Furniture, Sweaters and Beauty) in April 2018 to form LH Pegasus, which is 45 per cent owned by Hony Capital and 55 per cent owned by the Fung Group.
The new brand name, Living Style Group, coupled with a new logo and website, reaffirms the Company’s position as a leading furniture company that brings speed to market and provides total supply chain solutions in furniture and furnishings to brands and customers worldwide.
Over the years, Living Style Group has brought together a full spectrum of home offerings to customers, with core capabilities in design, development, sourcing and production for all furniture and home accessories.
With innovation at its core, Living Style Group has dedicated research and development teams that are focused on exploring new ideas and capabilities to bring speed, innovation and cost efficiency to meet the demands of today’s consumers.
Living Style Group proudly delivers a wide range of furniture and furnishings through its three furniture brands, Kenas Home, True Innovations and Whalen Furniture as well as an ever-expanding portfolio of licensed brands including private labels and premier lifestyle brands.
In October this year, Living Style Group will launch its new brand identity in front of 75,000 attendees at High Point Market in North Carolina, the largest home furnishings industry trade show in the world.
Retailers, interior designers and service providers from more than 100 countries can browse Living Style Group’s 100,000 square feet showroom featuring collections from newly licensed brands.
“I am excited to unveil our new brand identity as Living Style Group,” said Henry Chan, President, Living Style Group. “Our innovative mindset, design-driven approach and deep-rooted passion has brought us to where we are today, and I am excited to enter this new chapter as we continue to grow the business and bring the highest value to our customers,” he added.