Reinforcing its Global Leadership in the Recliner Business

BANGKOK, THAILAND, February 02, 2022 /24-7PressRelease/ — Mr.Dhanakorn Kasetrsuwan, President of La-Z-Boy Asia Co., Ltd., and La-Z-Boy Thailand Co., Ltd., Mr. Ratharuj Manaswatcharapong, General Manager of La-Z-Boy Asia Co., Ltd., and the management team started the new era with a grand event. Under the “Beyond the Recliner Experience” theme, the event has virtual premiere product launched and welcomed hundreds of participants from 18 countries across Asia on Mr. Keith Wilson, President of La-Z-Boy International and Joybird, presided over the occasion, together with Ms. Natasha Wright, Brand Marketing Director of La-Z-Boy International, and Mr. Trevor Hailes, Product Merchandising Director of La-Z-Boy International. It reinforced the company’s leading position in the furniture and recliner industry. La-Z-Boy aimed to expand the market and deliver quality products and superior customer service. It announced the vision of global leaders and highlighted the strategies that served the specific needs of customers in Asia. Furthermore, La-Z-Boy launched the latest model of carefully designed recliner that incorporated innovations to suit all lifestyles. It also aimed to provide comfort and relaxation for customers who had to work from home in the New Normal. At the same time, their own and family health was a priority. The company, therefore, opened La-Z-Boy Virtual Gallery 2.0, spanning over 1,000 square meters and carrying more than 50 models. The objective was to create a comprehensive online shopping experience that was more convenient and enjoyable. Last year, visitors truly enjoyed the first version of the virtual gallery by using VR glasses. La-Z-Boy was the first that pioneered this idea in Asia’s recliner business. Moreover, it was open for business partners across Asia to enjoy success and growth together. Most importantly, La-Z-Boy brand prepared to grandly century celebration with the La-Z-Boy family worldwide in 2027.

Mr. Keith Wilson, President of La-Z-Boy International and Joybird, shared his managerial vision on La-Z-Boy as a company that has conducted business worldwide for nearly a hundred years. He said: “The COVID-19 pandemic has brought about permanent change. We experienced the equivalent of more than ten years of change. It has accelerated at a huge pace underlying trends. For example, it triggered people to shop online and prioritize the shopping experience. Shoppers also pay attention to product details to ensure that they get the best item that makes them feel happy and comfortable at home. The information on the industry overview revealed that last year the global furniture industry enjoyed 20% higher growth than the previous year. However, many companies have experienced order backlogs like never before, with lead times impacted by the worldwide shortage of shipping containers. Therefore, convenience, customer service and product delivery are keys for our customers and partners. The acquisition of Joybird, an online US furniture store, was well-timed to allow us to invest heavily in this D2C operation which is firmly rooted in digital. Joybird has grown around 50% year on year, thanks to strategic digital marketing investment. From now on, with the company’s strong potential and customers’ confidence in the La-Z-Boy brand, we will never stop developing innovation and improving production capacity, service, home delivery and online and offline shopping experience. These efforts aim to mark the upcoming 100th anniversary in 2027. We wish our customers and partners will celebrate this important occasion together.”

Mr. Dhanakorn Kasetrsuwan, President of La-Z-Boy Thailand and President of La-Z-Boy Asia, stated to confirm the company’s potential and readiness for production and innovation: “While the COVID pandemic is not over yet, it gives opportunities for customers to emphasize home improvement to live in the new normal. La-Z-Boy believes in continuous improvement to develop the best products for our customers in terms of comfort, functionality, customized size, proper materials and innovation that suits the climate. The products also serve new normal lifestyles, which prevent the growth of mold, and odor causing bacteria on the surface of the antimicrobial fabric. This technology helps extending the life of the fabric as well as maximize its comfort. At the same time, we would like to conserve the world environment through our sustainable innovation to serve our purpose to build a greener future by using alternative materials. For our employees, we care about their health and workplace safety a priority to ensure that they can deliver quality products that meet global standards. Recently, we just hit 1 million no lost time which is an amazing news. The products made by happy and attentive staff are proudly provided for our customers worldwide, as La-Z-Boy Asia has always done for the past 15 years. In Thailand, we decided to open our first La-Z-Boy flagship gallery on over 1400 sqm. It displays over 40 models with complete decoration, from home decoration to outdoor furniture. We also put Lazy Cafe, the first La-Z-Boy furnishing cafe, on the first floor. At Lazy Cafe, customers can enjoy their experience of relaxing on our products while enjoying their drinks, food and dessert. We believe that this landmark is a great example and inspiration to our dealers in Asia.”

Mr. Ratharuj Manaswatcharapong, General Manager of La-Z-Boy Asia Co., Ltd., revealed: “Although the situation this year does not allow us to meet the partners in person as we did before, the La-Z-Boy Asia team never stops developing strategies and plans for our partners. We follow the vision and business direction and launch the latest products and innovations that meet customers’ needs in the new normal and the future. Furthermore, we have prepared our online and offline marketing strategies to bring the La-Z-Boy Asia family success. We are also preparing to celebrate the upcoming 100th anniversary. For digital strategy, we spent our budget to create Virtual Gallery 2.0, displaying more than 50 models on two floors, to deliver a satisfying shopping experience to customers across Asia. We are now ready to support dealers with online transactions and will continue to expand our business throughout Asia. Furthermore, we organized online training sessions for more than 450 participating sales representatives from across Asia via Virtual Conference (VBRT). We came up with La-Z-Boy Retail Development Guidelines, advertising VDO and Ribbon of Joy Campaign. In terms of products and innovations, we offer products suitable for various lifestyles and a wide range of customers. We have models perfect for limited spaces such as condominiums; more seats can be added later when the family grows. Customers can choose a model that fits different purposes like working, relaxing after work, and spending time with family members. They can comfortably relax from stress and fatigue and recharge energy to start a new day. La-Z-Boy can make every day their happy day. In the New Normal, customer hygiene is another crucial factor. We, therefore, invented a durable and easy-to-clean Antimicrobial Fabric, which inhibits the accumulation of bacteria or residues that may cause infection or unpleasant odor. Moreover, we attach great importance to social responsibility. That is why we make very soft Conserve Sustainable Fabric from recycled plastic bottles. La-Z-Boy’s uniqueness always impresses customers when they touch the fabric. Soon, we will launch a recliner for gamers. For those interested in becoming our business partners in Asian countries, we are more than happy to welcome you all so we can share good experiences, deliver superior-quality products, and succeed together.”

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About La-Z-Boy Asia Co., Ltd.
La-Z-Boy Asia Co., Ltd., established in 2007, is responsible for the sales and marketing of La-Z-Boy branded recliners and sofas. With a customer base in 18 countries across Asia, the company plans to continue the market expansion by offering uniquely designed products that bring superior comfort to the customers. This effort will ensure customers’ satisfaction with the products and the company’s position as the top-of-mind brand.

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