Upholstery manufacturer La-Z-Boy has unveiled its new branding at the January Furniture Show alongside the launch of 10 new product ranges.

La-Z-Boy, which is situated in Hall 5 on Stand D34 – and has also won Best Stand in Hall 5 during the show, has implemented a fresh new look, the first time it has rebranded its logo since 2003.

The new brand identity, which is only the fourth in the company’s history since 1927, features a throwback to its roots when the first logo was created. 

Commenting on the rebrand, Natasha Shillingford, brand marketing director, International, said: “This year our stand brings together various visual elements that highlight the nearly 100-year journey of our company and brand, uniting our past, present, and future.

“In late 2024 we leveraged the unique opportunity of our national retail partnership with DFS to introduce our new brand identity in the UK.  Following this launch we wanted to ensure our space at the show was representative not only of our rich heritage, but also our commitment to innovation, and moving forward with exciting, distinctive, memorable pieces, all of which help to position us as an inspiring brand, ready for the next century.”

Furthermore, La-Z-Boy is launching 10 new ranges during JFS, which includes a new leather option – Baxter – that is manufactured in the UK. Other new ranges include Jude and Jarvis as well as the Huxley corner sofa and premium Skye. 

The La-Z-Boy stand features a distinct colourway with nature its inspiration, with a new premium collection designed to create design-led relaxation.

Head of marketing for La-Z-Boy UK, Adam Morley, said: “As always we are staying true to our principle that everyone deserves to experience the transformational power of comfort.   

“Whatever the style of our furniture, from our luxurious new collection to our traditional high-back models, our new introductions feature a mix on-trend covers and colours and new leathers to expand our customer base.”