Kährs strengthens its position further in China

We are proud to announce that Kährs Group has signed a Letter of Intent (LOI) with Nature Home, one of China’s most prominent home furnishing retailers. The agreement marks a significant milestone in Kährs’ international growth strategy while also opening a door to premium Scandinavian flooring presence in the Chinese market.

The agreement outlines a strategic collaboration to introduce and promote Kährs’ multilayer hardwood flooring collections under the Kährs brand across China.

Highlights of the Collaboration:
Scandinavian wood flooring offering - Nature Home will initially offer a curated range of Kährs’ hardwood floors including 2-layer patterned designs as well as 1-strip and patterned multilayer parquet floors from a selection of Kährs high-end collections.  

Pilot Rollout - The initial phase of the cooperation will include a pilot launch in 10 flagship stores in major Chinese cities, supported by Kährs’ marketing, storytelling, and training resources.

Future possibilities - The companies will explore the possibility to expand the assortment to include the new Kährs Life Authentic collection. This thinner wood flooring is perfectly suited for refurbishment projects, targeting China’s growing renovation and DIY market through Nature Home’s e-commerce and retail platforms.

Collaboration built on shared values - Both Kährs and Nature Home are committed to sustainability, quality, and brand integrity, aiming to elevate the eco-conscious home furnishing segment in China.

"This milestone partnership between Kährs and Nature Home brings Scandinavian craftsmanship and design to the forefront of the Chinese flooring market, setting a new standard in sustainable and premium wood flooring", says Johan Magnusson, CEO & President of Kährs Group. 
 

Photo by Nature Home: Mr. Hok Pan Se, Director & Chairman of the Board of Nature Home and Johan Magnusson CEO & President of Kährs Group  
  

For more information please contact:
Johan Magnusson, President & CEO, Kährs, tel: +46 70 540 13 96
Helén Johansson, Corporate Communication, Kährs, tel: +46 70 364 60 30
 

About Nature Home (China) Co., Ltd.
Founded in 1995, Nature Home (China) Co., Ltd. is a leading provider of flooring and home product solutions in China with a turnover of 12,6 billion USD. Nature Home is recognised for its innovation and quality and operates an extensive retail network of more than 5,000 stores and over 100 exclusive flooring studios, covering more than 80% of China’s regions. The Nature brand is listed in the Asia's 500 “Most Influential Brands ranking”.