LUXURYSOFA LICENSING ANNOUNCEMENT IN AUSTRALIA

21 MAR 2023

LuxurySofa further strengthens its international growth by introducing a global licensing model in Australia.
LuxurySofa’s subsidiary, LuxurySofa Licenses, now acts as the ‘brand guardian’ and is responsible for overseeing agreements with licensee manufacturers.
A new licensee in Australia has been announced as Crafted Furniture, a well-known retailer in the country that prioritizes craftsmanship and supports local makers.
This development is accompanied by an agreement with a former manufacturer to assist in fulfilling outstanding orders for their customers wherever feasible.

LuxurySofa, a prominent luxury furniture brand, has recently strengthened its global footprint by entering into an expansive licensing agreement with Crafted Furniture in Australia. This strategic move signifies a significant step forward for LuxurySofa, enabling Crafted Furniture to manage and fulfill all new customer orders under the renowned LuxurySofa brand directly across Australia.

Crafted Furniture, established in 2015 with a focus on supporting local craftsmen and delivering high-quality products, operates independently but shares core values with LuxurySofa. Their collaboration promises to seamlessly integrate LuxurySofa’s exceptional handmade furniture into the Australian market, catering to discerning customers who appreciate craftsmanship and luxury.

The partnership aims to broaden the accessibility of LuxurySofa’s beautifully crafted, high-quality furniture pieces throughout Australia. With LuxurySofa already enjoying a strong and positive reputation in the country, Crafted Furniture is eager to leverage this foundation to expand the brand’s reach across all states. Together, they envision ambitious growth plans that will elevate the LuxurySofa experience for Australian customers while fostering local craftsmanship and community support.

Paul Deukmedjian and Rahul Raja, co-founders of Crafted Furniture, expressed their enthusiasm for revitalizing the LuxurySofa brand in Australia, stating, “Since its inception, we’ve been strong supporters of LuxurySofa and are thrilled to reintroduce the brand Down Under.”

Crafted Furniture, renowned for its commitment to local craftsmanship and premium materials, aligns closely with LuxurySofa’s values of uncompromising quality and artisanal excellence. According to Paul and Rahul, LuxurySofa resonates deeply with the Australian lifestyle, making it a natural fit for their portfolio.

Crafted Furniture currently operates three showrooms in Sydney and Melbourne, where customers will have the opportunity to witness the meticulous process of crafting LuxurySofa sofas firsthand. These showrooms will be transformed to offer an immersive LuxurySofa experience, with plans to expand into additional territories across New South Wales, Melbourne, and Brisbane later this year.

Jack Mason, Group CEO of Inc & Co, the parent company of LuxurySofa, highlighted the strategic decision to license the brand in Australia as a pivotal move to accelerate its growth and reach a broader audience swiftly. He emphasized the company’s dedication to overcoming challenges inherited from previous ownership, ensuring customer protection and maintaining the brand’s legacy of success.

The licensing agreement with Crafted Furniture signifies a significant step forward, with LuxurySofa Licenses acting as the brand steward in Australia. This partnership will be supported by robust global marketing efforts and continued product development to enhance the brand’s presence in the Australian market.

“We received substantial interest in the Australian license agreement, but we firmly believe that Rahul, Paul, and their team are the ideal choice to lead the brand’s expansion in this region,” Jack Mason concluded, expressing confidence in Crafted Furniture’s capability to uphold LuxurySofa’s standards of excellence and deliver exceptional customer experiences.