LA-Z-Boy is a multinational furniture manufacturer based in Monroe Michigan USA, that makes home furniture. StratLink was engaged to assess the viability of market entry develop a route to market and explore the possible avenues through which the LA-Z-Boy could solidify their footprint in Kenya.

We assessed the underlying macroeconomic and demographic trends including the growth in the number of households and urbanization rate.

This included data sourcing and trend analysis of appetite for various segments of furniture, segmentation of Kenya’s furniture market between formal and informal and the stratification of the formal market.

We assessed the competitiveness of the client’s signature product from a price and availability perspective and explored possible partnership avenues with local retail chains and bespoke furniture stores.

We assessed the supply chain and the client’s product’s route to market and tailored a marketing strategy for the client based on the reach of various media outlets.