IMG Comfort launches the “Vega Series” in Thailand

 IMG Comfort launches the “Vega Series” in Thailand for the First Time, elevating Scandinavian Comfort for modern living.

IMG Comfort by Ekornes, a Norwegian premium seating furniture brand and one of our corporate members, officially introduced the “Vega Series” for the first time in Thailand on 17 January 2026 at Chic Republic Ratchaphruek. The introduction marks an important step in the brand’s presence in the Thai market and reinforces its commitment to delivering Scandinavian-inspired comfort aligned with contemporary urban lifestyles.

The launch highlighted three key strengths: long-lasting usability and long-term value, timeless and refined design, and ergonomic innovation developed in accordance with Norwegian design principles. The Vega Series comes with a product warranty of up to 10 years and is designed to meet the lifestyle needs of modern urban living, reinforcing the brand’s vision of “sustainable comfort.”

Mr. Miguel Ong, Sales and Marketing Director for Asia at Ekornes (Thailand) Co., Ltd., explained that IMG Comfort is a premium furniture brand under the Ekornes Group of Norway. He stated that the Vega Series has been officially launched for the first time in Thailand as part of the company’s marketing approach in the Thai market.

“IMG Comfort is a furniture brand designed and developed from Norway, standing out in ergonomic design for superior comfort, the selection of high-quality materials for the longest possible lifespan, and a classic, elegant Scandinavian design. This strength is consistent with information on furniture buyers in the Asia region from the past year, which found that modern customers prioritise quality, durability, and health aids more than purchasing products based on price alone.” says Mr. Miguel Ong.

In particular, the lifestyle of the 35+ age group shows a significant increase in time spent at home, leading to a continuous growth in demand for premium furniture that enhances quality of life. IMG Comfort recognises this market opportunity with products that blend Norwegian innovation with consumer needs and has decided to choose Thailand as one of its key markets.

Official Launch of the Vega Series in Thailand

Mr. Ong stated that the “Vega Series,” the latest collection, was inspired by the star; Vega, the brightest star in the Lyra constellation. This reflects the concepts of balance and simplicity, which are the core of Scandinavian design, and it is now ready for its official debut at Chic Republic, Ratchapruek branch”.

The Vega Series consists of two models: Lyra and Nova, featuring a modern design combined with ergonomic engineering to provide proper body support. It comes with an easy-to-use manual reclining system, suitable for daily use, especially for consumers who prioritise comfort, quality, and long periods of relaxation, such as working professionals or homeowners of houses and condos. Prices start from Baht. 73,900.

In addition to the Vega Series, IMG Comfort also offers the Sofa C-Series, a modular sofa collection designed in a modern Scandinavian style. The C-Series includes three models: Cappel, Clayton, and Carlton. These sofas are designed to accommodate a variety of living spaces, featuring generous seating areas and ergonomic support suitable for family living rooms, entertainment spaces, or relaxation areas within the home. Prices for the Sofa C-Series start from Baht 69,900.

Notably, IMG Comfort is one of the few furniture manufacturers to offer a warranty of up to 10 years for both the structure and molded foam. Additionally, there are warranties for other components with varying terms and conditions.

The launch event was honored by the presence of Mr. Axel Blom, President of the Thai-Norwegian Chamber of Commerce, who spoke about the trade and cooperation between Thailand and Norway. He also discussed the long-standing value Ekornes has created in Thailand through supporting retail businesses, job creation, and the Thai consumers’ preference for high-quality furniture. Furthermore, the event featured a charity auction of the Lyra chair, a highlight model of the Vega Series, with all proceeds donated to the Saijaithai Foundation under Royal Patronage of Her Majesty Queen Sirikit, The Queen Mother.

B2C Strategy Targeting a New Generation Seeking ‘Value’ over ‘Price’

At the launch, Mr. Ong explained the launch reflects the brand’s vision and commitment to continuously expanding into the Thai and Asian consumer markets. By communicating with consumers directly and offering furniture that meets the needs of customers who value quality, design, and health over mere promotions or price, the brand positions its products as an investment for a better quality of life every day. The Vega Series combines ergonomic innovation developed in Norway with modern consumer living patterns, which IMG believes will clearly and sustainably answer the needs of both daily practical use and long-term value.

Moreover, this launch marks a significant step for IMG Comfort in expanding its B2C (Business-to-Consumer) market and building widespread brand awareness. This is achieved through products tailored to modern urban lifestyles, available through distribution channels including Chic Republic, Central Department Store, SB Design Square, Index Living Mall, Siam Takashimaya, and official dealers nationwide.

Rather than competing solely on price, IMG Comfort emphasises value, focusing on long-term usability, ergonomic benefits, and timeless design. The Vega Series represents a combination of Norwegian ergonomic innovation and contemporary residential living, delivering products that perform well in everyday use while providing lasting value over time.

“IMG Comfort believes that comfort in relaxation is not just a short-term feeling, but an investment for long-term quality of life. This reflects IMG Comfort’s vision to be a leader in premium furniture from Norway for true living, and serves as an important foundation for the brand’s stable growth in the Thai market, focusing on the long-term value of products rather than price competition,” Mr. Miguel Ong concluded.

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