Trayton Group

The Trayton Group designs, produces and distributes upholstered furniture. Based in China, Trayton sells all over the world. The company create products with the aim to inspire them and improve people's quality of life and surroundings. Trayton strive to come up with products of a better design and quality, made in cost effective ways.


The main Headquarters is in Shanghai. The Trayton Group has around 2,000 employees and owns manufacturing plants in Zhejiang Jiashan, and Shanghai, covering an area of 100,000m². You can find Trayton stores in 10 different cities in China, and their Sales and Marketing offices are in the U.S. Their annual revenue is over $150 million, which shows how popular Trayton products are.


The company has been a member of the United Nations Global Compact initiative since 2007.  As such it does embrace a set of principles and values related to human rights, labour standards, environmental and anti-corruption issues. It also set up the Trayton foundation in 2009, to assist employees and their families, among others. 


The Trayton Group are supporters of green energy: in the Trayton Shanghai plant, the road lights were replaced with solar lights in 2011. The plant in Jiashan has a solar panel on the roof which generates 50% of the electricity it needs.


The Trayton Group was founded by Simon Lichtenberg in 1995. He is a Danish national who emigrated to China in 1987. Simon Lichtenberg  holds a degree in Chinese language from Fudan University in China. After his studies, Simon set up his own company in the timber business. He bought timber from suppliers in China, and turned it into finished products, which were then sold to companies such as IKEA. Mr Lichtenberg was awarded the Magnolia Silver award for helping develop Shanghai. He also participated in the Senior Executive Program for China (EMBA) at Harvard business school, CEIBS and Tsinghua.

Despite a few costly problems at the start, including faulty products from the Chinese suppliers and counterfeit copies, Simon Lichtenberg helped the company grow and is still its CEO.


Trayton's main brand is called Simon Li, which is at the high-end of the market. It focuses mainly upholstered leather sofas. The products are designed and manufactured in China, and then sold to retailers, mainly in North America. The range was established in 2005. Simon Li products are mainly manufactured in the Shanghai and Jiashan plants.



Since 1994, the Trayton Group has had a joint venture in place with BoConcept, a major Danish company which was founded in 1952. Trayton owns the distributing rights to BoConcept in China with a distribution network of 17 stores in 10 cities.


The Trayton Group also owns the Chinese distributing rights to the Danish top-end fabric brand Kvadrat, established in the 1960's, with whom it also has a joint venture in place since 2010. Kvadrat products can be found in the offices of major companies, such as Microsoft and Skype.

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