LF Products Unveils Living Style Group Brand

LF Products, a Fung Group company, said the company moving forward will operate under the Living Style Group brand name, which will be showcased at this fall’s High Point Furniture Market.

The company offers 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 including private label and lifestyle brands.

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.

“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 have 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.”