Trayton Group is a Chinese manufacturer and distributor of lifestyle products for the home, with a focus on design, manufacturing, and distribution of upholstered furniture. It employs 2,000 people across nearly 100,000 square meters of manufacturing facilities in China and has sales offices in the US. Its annual revenue exceeds 100 million USD. Key brands distributed include Simon Li, a leather furniture brand sold in North America, BoConcept stores in China through a joint venture, and Kvadrat fabrics in Asia through another joint venture.

1. 1999 Lianyou Road, Minhang, Shanghai 201107, China
Tel: +86 21 6296 1999, Fax: +86 21 6296 4904
www.trayton.com
BRIEF BUSINESS INTRODUCTION
Trayton Group
www.trayton.com
Improving the quality of life for all of us, is what we strive for. We want to inspire and
improve our surroundings. Our business idea supports this vision by offering a wide
range of products and solutions that can improve people’s homes and their lifestyle.
Products of better design and better quality, produced in cost effective ways to make
it accessible to many. We care about people’s lifestyle through the products we
surround ourselves with. We work hard to become a market leader in quality and
design lifestyle products in China and Internationally. We create and supply quality
lifestyle products for the home - while building a strong sustainable business - we
develop and market a number of brands in China and Internationally.
Our focus and core competence is on design, manufacturing and distribution of
upholstered furniture. Our global headquarter is in Shanghai, China. We employ
2,000
people, own and operate close to 100,000 m2 of manufacturing facilities in Zhejiang
and Shanghai, China. We have stores and offices in 10 cities in China and have sales
and marketing offices in the US. Our annual revenue is well above 100 m$. Trayton

2. 1999 Lianyou Road, Minhang, Shanghai 201107, China
Tel: +86 21 6296 1999, Fax: +86 21 6296 4904
www.trayton.com
Group was founded in 1995 in Shanghai, by its present CEO, the Danish born Simon
Lichtenberg.
Simon Li®
www.simonli.com
Simon Li is our main brand. It is quality leather upholstery designed and
manufactured in China and sold to furniture retailers in North America. The brand
was established by Trayton in 2005 and is focused on developing well designed, very
high quality leather sofas, that offer the best value for money to North American
consumers. Simon Li product are all manufactured in-house in the Trayton Furniture
plants in Shanghai and Jiashan and distributed through our own warehouses in North
America and to furniture retailer directly by containers from China.
BoConcept®
www.boconcept.cn
Established in 1952, BoConcept is an international furniture & accessories retailer with
more than 300 stores in 50 countries. In a joint venture with BoConcept A/S (listed on
the Copenhagen stock exchange) Trayton owns the master distribution rights for
BoConcept in China. The Joint Venture operates 20 stores in 10 cities all over China.
Kvadrat®
www.kvadrat.cn
Kvadrat is a Danish very high end fabric brand. The focus is on providing modern and
durable seating, wall, ceiling and curtain fabrics for high end projects like corporate

3. 1999 Lianyou Road, Minhang, Shanghai 201107, China
Tel: +86 21 6296 1999, Fax: +86 21 6296 4904
www.trayton.com
offices, hotels, opera houses, museums, airports etc. Trayton owns the distribution
rights for Kvadrat in most of Asia in a 50/50 Joint Venture with Kvadrat A/S in
Denmark.
Trayton Group, December 2013