LF Products Renamed into Living Style Group

Fung Group subsidiary LF Products will rebrand itself as Living Style Group.

The pure-play furniture and home furnishings company said in a statement the rebrand follows the completion of Li & Fung’s strategic divestment of its three product verticals (Furniture, Sweaters, and Beauty) in April last year to form LH Pegasus, which is 45-per-cent owned by Hony Capital and 55-per-cent owned by 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,” the statement said.

“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,” added Henry Chan, president at Living Style Group.

Living Style Group delivers furniture and furnishings through three furniture brands – Kenas Home, True Innovations and Whalen Furniture – as well as an expanding portfolio of licensed brands including private labels and premier lifestyle brands.

In October, Living Style Group will unveil its new brand identity at High Point Market in North Carolina, the largest home-furnishings industry trade show in the world.