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From Home Furnishing Business

Ekornes, Inc. & IMG Announce the Strategic Merger of the two Brands

September 8, 2025  by Karen Parrish in Business Strategy, Industry   

Stressless® is globally recognized for its Scandinavian design, ergonomic innovation, and luxurious comfort. Its product range includes recliners, sofas, dining chairs, mattresses and home office furniture—all crafted to support the body’s natural movements.

IMG® (Internasjonal Møbel Gruppe) is known for its body-correct ergonomic furniture that blends old-world craftsmanship with modern technology. Designed in Norway, IMG furniture is produced in vertically integrated facilities in Lithuania and Thailand.

Peter Bjerregaard, President, will continue to lead the Ekornes, Inc. North American organization.

“This merger marks a pivotal step in our journey to become a more agile and customer-focused organization,” said Peter Bjerregaard, President of Ekornes, Inc. “By aligning Stressless and IMG, we are eliminating redundancies, simplifying our team architecture, and positioning ourselves better to serve our retail partners and consumers across North America.”

As part of the leadership team evolution, Chris Casey has been appointed to Finance and Operations Director, where he will assume responsibility for financial strategy, operational efficiency, and warehouse management across both the Stressless and IMG brands.

‘This expanded role presents an exciting opportunity to align our operational capabilities with our long-term growth objectives,’ says Casey. ‘By optimizing processes and strengthening cross-functional collaboration, we’re laying the groundwork for scalable success and enhanced value delivery to our partners and customers.’”

Related, Jennifer West has been hired as a Financial Analyst, and Laura Robles has been promoted to Accounting Analyst.

Beverly Kastel, Marketing Director, will lead marketing and brand development for both brands, “I’m excited to develop a marketing strategy that drives meaningful value for our IMG retailer partners,” says Kastel. “While IMG will continue to serve as our trusted trade brand, we’re committed to elevating Stressless as our premium consumer brand in North America—strengthening its position and deepening its connection with discerning customers.”

In a related move, Laura Pevarnik has been promoted to Marketing Manager, where she will lead the implementation of marketing initiatives across both the Stressless and IMG brands.

‘I’m thrilled to take on this new role and continue building momentum for both brands,’ says Pevarnik. ‘Stressless and IMG each bring something unique to the market, and I’m excited to help shape programs that resonate with our partners and consumers alike.’”

The Stressless and IMG sales organizations will also gain efficiencies by combining in many territories. Hunter Bigham, Ekornes Sales Director South, will head up the Stressless and IMG sales organization in the southern US territory and Mexico. Todd Swiler, Ekornes Sales Director North, will lead the Stressless and IMG sales organization in the Northern US territory and Canada. Shelley Braley, Sales Manager IMG, will continue in her role as IMG Sales Manager across several regions.

“By integrating sales management with independent territory representation, we’re enhancing our ability to collaborate more closely with retail partners—enabling smarter decisions around product mix and sales offerings, and driving greater efficiency across the board,” says Bjerregaard.

The company will continue to operate warehouses in both Somerset, NJ and Riverside, CA.

The merger is effective September 3, with full integration expected by Q1 2026. Ekornes is committed to ensuring a smooth transition for employees, partners, and customers, with no disruption to current operations.