La-Z-Boy to extend comfort and style outdoors

Staff -- Casual Living, 5/1/2005

La-Z-Boy Incorporated recently signed a license agreement with NorthPole Limited for the design, manufacture and marketing of hammocks, camping tents, related outdoor leisure products, sleeping bags, screened gazebos and portable sleep solutions. The collection will debut in key retailers across North America for the 2006 spring season.

"Our strategic direction is to leverage and extend the power of the La-Z-Boy brand into product categories where our core comfort attribute is a primary consumer consideration," said Doug Collier, chief marketing officer, La-Z-Boy. "We are very enthusiastic, in our first major licensing venture, to be working with NorthPole to provide a range of quality products that extends the La-Z-Boy brand to the outdoors."

NorthPole Limited is a vertically integrated, global company that offers a combination of consumer-driven product development, manufacturing and delivery of innovative products for home and outdoor use.

The privately held company has more than 2,500 employees worldwide, and its U.S. operations are located in Washington, Mo.

"Our track record of bringing innovation to camping tents, sleeping bags and other outdoor leisure products will be elevated with the power of the La-Z-Boy brand," said Lisa Napolitano, global vice president of marketing, NorthPole. "Along with the unique items we are developing for the 2006 retail season, our promise on all products that bear the La-Z-Boy brand is to deliver comfort combined with style and a guarantee of quality craftsmanship in each piece."

La-Z-Boy Chief Marketing Officer Doug Collier said the licensing agreement with NorthPole Limited is the company's first and will expand the brand's product categories.