Long Live the Lazy

Iconic recliner brand La-Z-Boy UK has launched a powerful new marketing campaign encouraging consumers to take time to enjoy the lazy moments in life.

Long Live the Lazy is La-Z-Boy UK’s most ambitious rebrand to date and aims to generate new interest from both consumers and the furniture industry. With a new logo, tagline and branding assets, it replaces Live Life Comfortably, which has been in use since 2018.

The new brand identity will celebrate the art of being lazy with consumers encouraged to think of La-Z-Boy first when they are looking for furniture to help them relax and unwind in comfort. Long Live the Lazy will also make sure the brand is presented in a consistent way around the world as it has already been launched successfully in the United States and other overseas territories.

La-Z-Boy UK stockists are being supplied with new branding assets along with comprehensive guidance and support on how to introduce them in their showrooms, stores and websites.

The Long Live the Lazy campaign will be playing an important role in La-Z-Boy UK’s stand at the January Furniture Show at Birmingham’s NEC. The event will also see the launch of three new collections as well as new leather and fabric upholstery options to increase the choice available to consumers.

The new products appearing at the event will include Dixie and Mayfield, which are both available in fabric and leather, depending on preference. Dixie offers the customers the opportunity to incorporate the latest technology into their living room suite.

The smart sofa option includes a console unit which offers wireless charging, space to store devices and useful cup holders. Available in static, manual and power recline, customers can also choose to add lumbar support and a power head tilt if they want even more luxury and comfort.

Mayfield has a more classic and traditional style but has the option to include a power head tilt and USB charging. The sofas and chairs are also available as static models or as manual or power recliners.

There will also be a new UK-manufactured product at the January Furniture Show, made at La-Z-Boy UK’s factory in Lancashire. Details of this collection have not yet been released but it will be a fabric-upholstered product. Other collections being displayed at the event include Georgina, Winchester, Sloane, Lennox, Trent and Paris.


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