La-Z-Boy Incorporated has appointed ADA as its new licensee for Germany, Austria, Switzerland, Croatia and Serbia.
The largest upholstered furniture producer in Austria, ADA was established in 1957 and has won design awards for its ranges of sofas, chairs, beds, mattresses, benches and chairs. The family business manufactures all of its product in Europe – at five locations in Austria, Hungary and Romania – and carries out 98% of the production steps in-house.
The deal will initially see ADA produce six La-Z-Boy chair designs featuring push-back, power, lever and lift mechanisms.
ADA is also a successful licensing partner for brands including Birkenstock, JOOP! and Tom Tailor.
The VP of La-Z-Boy International, Mark Draper, says: “We are delighted to have cemented our licensee partnership with ADA, giving us fresh brand presence in key markets of mainland Europe. We look forward to working with the ADA team to unveil new market-specific designs that will bring La-Z-Boy comfort to a wider consumer base. We’ll be announcing our market presence with exciting brand activations in the coming months.”
CMO at ADA, Margot Wisiak, comments: “Our long-standing experience as a manufacturer for licensing partners is a significant asset for our collaboration with La-Z-Boy. We believe that this partnership will allow us to fully utilise our combined strengths to enter new markets and drive the brand's growth.”
La-Z-Boy’s new brand platform, Long Live the Lazy, aims to convey the importance of taking well-earned ‘lazy moments’ from the comfort of its furniture. The new range of products promises to embody the brand’s comfort, quality and motion values.
Initial product designs will be available to view at the La-Z-Boy branded showroom in ADA’s premises in Anger, Austria.
Pictured, from left: Tamás Déri, head of sales, ADA; Margot Wisiak; Jeff Lillich, EMEA sales and business development director, La-Z-Boy International; Sven Dokter, chief sales officer, ADA; Natasha Shillingford, brand marketing director, La-Z-Boy International; and Mark Draper.
