Trayton Group
We design, manufacture, market and retail - upholstery, furniture, furnishings and lifestyle products. Our global headquarter is in Shanghai, China. We employ 2,000 people, own and operate 2 manufacturing facilities in China. We have stores and offices in 10 cities in China and marketing offices in Europe and the US. Annual revenue is well above 100 m$. Trayton Group was founded in 1995 in Shanghai, by its present CEO, the Danish born Simon Lichtenberg.

BoConcept ®
Established in 1952, BoConcept is an international furniture & accessories retailer with more than 300 stores in 50 countries. Trayton owns the master distribution rights for China since 1995. We operate 20 stores in 10 cities all over China.

Georg Jensen ®
The Danish lifestyle and luxury brand Georg Jensen was founded as a silver smith in 1904 in Denmark. Today Georg Jensen’s business is focusing on modern Scandinavian design luxury jewellery and watches. Trayton owns the master distribution rights for most of China and operate 4 stores in China .

Simon Li ®
Simon Li is quality leather upholstery manufactured in China and sold to furniture retailers in Europe and The United States. 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.? Simon Li product are all manufactured in-house in the Trayton Furniture plant in Shanghai and exported by containers to the US and Europe.

Sofapop ®
Sofapop is our newest brand, established by Trayton in 2007. It is young and vibrant and targets the young urban Chinese middleclass. It is fashion for the living room – digitally printed (in-house developed patented DigiTex® technology), and customized very modern sofas and accessories. It is priced between IKEA and BoConcept. The brand is mainly focused on selling online. Sofapop is also selling online in Germany and Austria.

Kvadrat ®
Kvadrat is a Danish very high end fabric brand. The strength in providing modern and durable seating and curtains for very high end projects like government, 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.