Letright - Reconciling Luxury and Sustainability in Outdoor Living
Can luxury and sustainability truly coexist? Reimagining outdoor living by merging environmental ethics with high-end design and smart innovation.
At a glance
Country
China
Founded
1999
Founder
Ren Li
Industry
Outdoor Furniture
Abstract
Letright Corporation, a China-based outdoor furniture company founded by Ren Li, exemplifies a rare fusion of luxury and sustainability in a traditionally resource-intensive industry. In a bold deviation from industry norms, Letright rejected materials like timber, PVC, and cadmium, prioritizing environmental integrity over short-term profitability. Central to this transformation was the development of the Ombra Smart Pergola, a high-end outdoor living module that combines solar-powered functionality, recyclable materials, and smart automation to deliver sustainable luxury.
This case study examines Letright's sustainability transformation, driven not by market trends or regulatory compulsion but by Ren Li’s intrinsic ethical convictions, including the strategic and operational decisions regarding elevating R&D, embedding green design principles, and transparent stakeholder communication to avoid greenwashing. It also highlights the challenges faced, particularly internal resistance and external pressure from clients unwilling to forego traditional materials.
The case challenges learners to assess whether true reconciliation between luxury and sustainability is feasible, and how businesses can retain legitimacy while making such transitions.
Cover Photo - Source: Ombra
All rights reserved. © 2025 Nikkei Business Lab Asia. No part of this publication may be copied, stored, or transmitted in any form. Copying or posting is an infringement of copyright.
Disclaimers:
(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
(2) Regarding University Affiliation and Titles of Authors: The university affiliation and titles of author(s) seen in the case study is based on their affiliation and title during the time of publication. It may or may not represent the current status of said author(s).