La-Z-Boy UK Ltd launch

As La-Z-Boy UK Ltd prepared for its UK launch it required assistance to promote the new company, as well as its forthcoming Originals Collection, in tight timescales

The client

La-Z-Boy UK Ltd is the UK division of the worldwide La-Z-Boy furniture brand, launching as a standalone company in January 2017 under the umbrella of the US head office.

Services used

  • Media relations
  • E-shots
  • Website management
  • Product photography management

What we did

Prior to the official company launch, La-Z-Boy UK Ltd planned to launch its new Originals Collection, featuring the patented La-Z-Boy handle recline mechanism, at the January Furniture Show 2017.

In very tight timescales, Wyldfire was able to generate significant interest amongst the key audience of independent furniture retailers.  Our work included negotiating an exclusive interview with managing director Keith Wilson in leading furniture trade magazine Cabinet Maker, resulting in a front page leader and two pages of coverage in the issue which was distributed at the show itself.

We designed and mailed several e-shots to retailers in the run up to the show, presenting the client with data showing which recipients had opened and read the mailers.

Following the launch of the collection we arranged and project managed professional photography of the models.

We produced pre- and post-event press releases regarding the launch of the new company and the Originals Collection.

Our role also includes ongoing content management of the La-Z-Boy website and we are assisting in a full reworking and relaunch of the site.

The outcome

Coverage was attained in key trade publications both prior to and following the January Furniture Show, presenting the Originals Collection in a positive light.

The interview secured in Cabinet Maker allowed for a more in-depth perspective on what the company has planned for the brand, and ensured MD Keith would be recognisable to visitors to the stand.

La-Z-Boy UK Ltd broke its sales targets for the Originals Collection at the show.