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LF Products Rebrands as Living Style Group to Emphasize Home Market

LF Products, a Fung Group company that specializes in furniture and home furnishings, will now operate under the new brand name, Living Style Group.

The rebrand comes after 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 55 percent owned by the Fung Group and 45 percent owned by Hony Capital.

The company said the Living Style Group brand name, together with a new logo and website, reaffirms its 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.

“I am excited to unveil our new brand identity as Living Style Group,” Henry Chan, president of Living Style Group, 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.”

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 expanding portfolio of licensed brands. Living Style Group will unveil its new brand identity this October 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-foot showroom featuring collections from newly licensed brands.

Fung Holdings (1937) Limited, a privately held business entity headquartered in Hong Kong, is the major shareholder of the Fung Group of companies, which operate across the global supply chain for consumer goods including sourcing, logistics, distribution and retail.