Simon Lichtenberg, today 44 years old, is widely known in the entrepreneurial environment as the progenitor and C.E.O of the giant, worldwide notable organization known as, Trayton Group. The firm, whose headquarters is set in Shanghai, China, is better known for making, developing, and marketing furniture products of popular brands such as BoConcept. furthermore, the group also operates in timber trading and software services.
however before changing into a business Mogul, Simon Lichtenberg was an ordinary teenage Dane who dreamed of flourishing in commerce. Originated from Denmark, he arrived in China for the first time in 1987, then he was just 20 years old. Despite his age, Lichtenberg was greatly eager to find an opportunity in business. As part of his determination, he devoted the whole year of 1987 at Fudan University, in Shanghai, learning Chinese in order to facilitate his national integration. However, he operated in Malaysia as a timber dealer until 1993 prior to heading back to China to start off his personal business.
In his initial trade venture, Simon Lichtenberg associated with a friend to create a small trading group. But soon after after their debut, the two coworkers did not agree on the manner to run things and separated the activities between them. At the beginning of 1994 Lichtenberg had used up every cent of his first investments, US $30 000 that someone lent him and had arrears worth US $6 000. The first timber contract rescued the company. getting over from his first trade failures, Simon Lichtenberg ventured in other businesses, including exporting foodstuff and other products to Europe and America, and importing wood and furniture from Denmark. nevertheless, not a single of these activities produced him benefit. On his way to leave China for good, Lichtenberg earned a timber merchandising deal enabling him to honor his arrears and to find other contracts.
In 1995, a growing number of Danish furniture producers explored commerce opportunity in China. a certain number of them corresponded with Simon Lichtenberg for his knowledge to speak mandarin and his understanding of the region. Thus, groups like BoConcept entrusted to Lichtenberg the sale of their goods. He then estabished his Shanghai-based company, Trayton Group, which today among other things markets BoConcept commodities in furniture boutiques and shopping malls. Simon Lichtenberg’s business prospered immediately with sales benefit topping US $3.6 million in 1996, and US $6 million in 1997. Also in 1997, possessing franchise from BoConcept, Trayton Group began producing locally-created leather sofas and other furniture under the BoConcept trademark.
nowadays, Trayton Group maintains a business focus on modeling, trademarking, manufacturing and supply of upholstery furniture and lifestyle commodities and marketing businesses and occupation. With its global headquarter in Shanghai, the Group manufactures upholstery products in China and supplies and retails products to worldwide, as well as promotes overseas furniture and accouterments in the China market. Trayton possesses 2 workshops in Shanghai and Zhejiang and it generates about US $100 million benefits and employs approximately 2 000 persons. The top products are marketed under the brand “Simon Li” mostly in the America. Now Trayton operates 17 BoConcept distribution stores throughout the nation. Sofapop, the company’s public-marketed lifestyle commodities retail brand was established in Shanghai in 2008, and currently is working in retail and B2C in China and around the world. The company launched the Danish fine-quality ornament trademark Georg Jensen in China in 2010.





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