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LFL joint venture will develop innovative e-commerce solutions

 19 November 2022     HGO Staff 

TORONTO – Leon’s Furniture Limited (LFL), this country’s largest full-line furniture retailer, has entered a joint venture with Little Rocket, a digital agency based here, that will design and implement commercial solutions at the nexus of e-commerce and bricks-and-mortar to power consumer-centric shopping experiences.

In a statement, the publicly held company said the joint venture will bring Little Rocket’s experience together with its understanding of retail and omni-channel. The results will then be offered to North American clients.

Little Rocket specializes in e-commerce implementation and product development and is a noted Shopify Plus partner with over a decade of experience launching solutions on that platform. The joint venture will be owned 50% by LFL and 50% by Little Rocket. It is expected to close in the first quarter of 2023 with LFL retaining the option to purchase Little Rocket’s interest.

Constantine Pefanis“Little Rocket has been instrumental in helping us build an omnichannel offering that gives our customers across the country a seamless experience whether they walk into one of our stores or begin that relationship with us online,” Constantine Pefanis, LFL chief financial officer said.

“We look forward to building a deeper partnership with Erik and his team,” he continued, adding, “This joint venture will ensure we have access to top talent as our omni-channel offering continues to evolve and we seek to consistently meet our customers where, when and how they want to shop. We also see a significant opportunity to leverage the strengths of both organizations to build a premier digital agency focused on bringing best-in-class solutions to clients across multiple industry sectors.”

In response, Little Rocket founder Erik Christensen said, “Over the past four years, we have worked closely with the teams across the LFL organization to implement and maintain the company’s current e-commerce platforms. LFL has an innovation and customer-focused culture that perfectly aligns with Little Rocket’s philosophy, and this is a natural partnership that will strengthen our ability to provide creative solutions in the space.

“Both companies see the need of continuing the advance into new areas and experiences where commerce channels intersect in the digital space. With our combined strengths and mutual experience, we have laid the foundation to build a leadership position in e-commerce and omni-channel solutions,” he added.

Founded in 2007, Little Rocket specializes in e-commerce implementation and product development. In addition to LFL, it has worked with some of North America’s most innovative organizations, from top-tier B2C brands, technology companies and leading merchants in the B2B space, along with a wide range of clients in the regulated industries space.

Leon’s Furniture Limited operates 305 retail stores from coast-to-coast under six banners including Leon’s; The Brick; Brick Outlet; The Brick Mattress Store; Midnorthern Appliance; and Appliance Canada. It also operates five web sites: leons.ca, thebrick.com, furniture.ca, midnorthern.com and appliancecanada.com. 

Related Story: LFL to build new DC and corporate office for The Brick


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Home Goods Online.ca and its accompanying newsletter - HGO This Week - covers the furniture, bedding, appliances, consumer electronics, accessories, lamps and lighting and floor coverings product sectors of the big ticket home goods market in Canada. HGO is also a forum for the dissemination of market research and hard-hitting articles on best practices for Canadian retailers.

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