Daily News
From Home Furnishing Business
LF Products Rebrands as Living Style Group
August 7,
2019 by Laurie Northington in Business Strategy, Industry 
Furniture and home furnishings provider LF Products, a Fung Group company, has announced it will operate under the new brand name of 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 45% owned by Hony Capital and 55% owned by the Fung Group.
The new brand name, Living Style Group, coupled with a new logo and website, was designed to reaffirm 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.
Living Style Group includes a 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 including private labels and premier lifestyle brands.
In October this year, the company will unveil its new brand identity at High Point Market. "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."