Greenlit Brands
Corporate brand
UnclaimedAn Australian brand-management and retail group whose remaining business includes the Fantastic Furniture furniture chain.
Last updated August 31, 2026
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Overview
Greenlit Brands is an Australian brand-management and retail group formerly known as Steinhoff Asia Pacific Group. It operates as the Australian subsidiary of Ibex Topco B.V. and is associated with a portfolio of furniture, bedding, homewares, clothing and general-merchandising businesses. The group became especially significant through its ownership and management of established Australian and New Zealand retail names rather than through the development of a single consumer-facing Greenlit product range. The company’s portfolio expanded materially after Steinhoff International acquired South African retailer Pepkor in November 2014. In October 2016, Steinhoff Asia Pacific announced the acquisition of Fantastic Holdings for A$361 million. Fantastic Holdings brought together several retail businesses, including Fantastic Furniture, Plush, Le Cornu and Original Mattress Factory. This transaction gave the group a substantial position in Australian furniture and bedding retail, alongside its existing interests in other consumer businesses. In September 2018, Steinhoff Asia Pacific adopted the Greenlit Brands name. The rebranding followed the controversy surrounding Steinhoff International and was intended to separate the Australian operating group’s public identity from the Steinhoff name. Greenlit subsequently pursued a more focused portfolio strategy. In November 2019, it agreed to sell its general-merchandising division to private-equity firm Allegro Funds. The transaction included Best & Less, Harris Scarfe and New Zealand clothing chain Postie. Harris Scarfe entered receivership shortly afterward and was later sold to Spotlight Group, while the other businesses continued under new ownership. Greenlit continued reducing and reshaping its furniture and bedding interests. In October 2021, it sold the Plush sofa business to Nick Scali Furniture for $110 million. The Original Mattress Factory retail business was sold in June 2022. In April 2023, Queens Lane Capital, the investment arm of LK Group, acquired Snooze together with FutureSleep’s bedding-manufacturing operations and the G&G furniture-import and wholesale subsidiaries. In June 2025, Amart Furniture announced an agreement to acquire the Freedom business from Greenlit Brands; the transaction closed in August 2025. Following these disposals, Fantastic Furniture is the principal operating brand identified in the available reference material as remaining with Greenlit Brands. The group’s role is therefore best understood as portfolio ownership and brand management in the Australian retail sector, with historical exposure to furniture, mattresses, bedding, general merchandise, apparel and homewares. Public information in the supplied material does not identify Greenlit’s current executives, detailed financial results, standalone website or a complete description of its present corporate structure.
History
Greenlit Brands developed from the Australian operations of Steinhoff International and was previously called Steinhoff Asia Pacific Group. Its corporate history is linked to Steinhoff’s expansion through the acquisition of Pepkor, a South African retail group, in November 2014. The transaction strengthened Steinhoff’s international retail platform and provided the broader group with a base for further acquisitions in Australia. A major expansion came in October 2016, when Steinhoff Asia Pacific announced the acquisition of Fantastic Holdings for A$361 million. Fantastic Holdings owned or operated several established furniture and bedding businesses, including Fantastic Furniture, Plush, Le Cornu and Original Mattress Factory. The acquisition expanded Steinhoff Asia Pacific’s exposure to household furnishings and gave it a substantial portfolio of retail brands in Australia. The Steinhoff name became associated with a major corporate controversy, and in September 2018 the Australian subsidiary changed its name to Greenlit Brands. The rebrand was a corporate-identity measure intended to distance the Australian business from its parent company’s troubled public image. Greenlit retained a multi-brand structure, with interests spanning furniture, mattresses, bedding, homewares and general merchandise. In November 2019, Greenlit announced the sale of its general-merchandising division to Allegro Funds. The portfolio sold in that transaction included discount retailer Best & Less, homewares and manchester chain Harris Scarfe, and New Zealand clothing retailer Postie. Harris Scarfe soon entered receivership and was subsequently sold to Spotlight Group. The divestment reduced Greenlit’s exposure to general merchandise and shifted its center of gravity toward furniture and related categories. Greenlit then continued to rationalize its remaining portfolio. In October 2021, Nick Scali Furniture acquired Plush for $110 million. In June 2022, Greenlit sold the Original Mattress Factory retail business. In April 2023, Queens Lane Capital, the investment arm of LK Group, acquired Snooze, FutureSleep’s bedding-manufacturing operations and G&G’s furniture-import and wholesale subsidiaries. These transactions further reduced the number of operating brands associated with Greenlit. In June 2025, Amart Furniture announced that it would acquire the Freedom business from Greenlit Brands, and the deal closed in August 2025. On the basis of the supplied reference material, Fantastic Furniture is the principal brand identified as remaining in Greenlit’s portfolio. The group’s history is consequently characterized by acquisition-led expansion followed by significant portfolio sales and a concentration on selected furniture-retail assets.
- 2025
Freedom sold to Amart Furniture
[1]Amart Furniture completed its acquisition of the Freedom business after announcing the transaction in June.
- 2023
Snooze portfolio sold
[1]Queens Lane Capital acquired Snooze and associated FutureSleep and G&G businesses.
- 2022
Original Mattress Factory divested
[1]Greenlit sold its Original Mattress Factory retail business.
- 2021
Plush sold to Nick Scali
[1]Nick Scali Furniture acquired the Plush sofa business for $110 million.
- 2019
General-merchandising portfolio sold
[1]Greenlit sold Best & Less, Harris Scarfe and Postie to Allegro Funds.
- 2018
Rebrand to Greenlit Brands
[1]Steinhoff Asia Pacific adopted the Greenlit Brands name as it sought to distinguish the Australian group from Steinhoff International’s controversy.
- 2016
Fantastic Holdings acquisition announced
[1]Steinhoff Asia Pacific announced its A$361 million acquisition of Fantastic Holdings, bringing several furniture and bedding businesses into the group.
- 2014
Steinhoff International acquires Pepkor
[1]Steinhoff International acquired South African retailer Pepkor, a transaction that formed part of the corporate background to Steinhoff’s later Australian retail expansion.
Products and positioning
A private Australian retail portfolio owner and brand-management group focused historically on furniture, bedding, homewares and general merchandise.
Furniture retail
Fantastic Furniture
An Australian furniture retailer and the principal operating brand identified in the available material as remaining with Greenlit Brands. The chain forms part of Greenlit’s furniture-focused portfolio and sells household furniture and related home-furnishing products through a retail network.
Sofa and furniture retail
Plush
A sofa-focused furniture business acquired through Fantastic Holdings and later sold by Greenlit Brands to Nick Scali Furniture in 2021.
Furniture and homewares retail
Freedom Furniture
A furniture and homewares retail business associated with Greenlit Brands until its acquisition by Amart Furniture, announced in June 2025 and completed in August 2025.
Bedding and mattress retail · 1974
Snooze
A bedding and mattress retail chain founded in 1974 as Capt’n Snooze. Greenlit sold the business in 2023 together with related manufacturing and wholesale operations.
Controversies
2018
Rebranding amid Steinhoff controversy
Greenlit Brands changed its former name, Steinhoff Asia Pacific Group, in the context of the wider controversy surrounding parent group Steinhoff International. The available material describes the rebrand as an effort to distance the Australian subsidiary from that controversy.
Brand decisions
2023
Sell Snooze and related operationsM&ABackground
Greenlit was continuing to reduce and reshape its furniture and bedding holdings.
Action taken
Queens Lane Capital acquired Snooze, FutureSleep’s bedding manufacturing operations and G&G’s furniture-import and wholesale subsidiaries.
Aftermath
The transaction further narrowed Greenlit’s portfolio of operating retail and supply-chain businesses.
2021
Sell Plush to Nick Scali FurnitureM&ABackground
Greenlit continued to streamline its furniture and bedding portfolio after the 2019 general-merchandising sale.
Action taken
Greenlit sold the Plush sofa business to Nick Scali Furniture for $110 million.
Aftermath
Plush left Greenlit’s portfolio and became part of Nick Scali Furniture.
Transaction value. $110 million (October 2021)
2019
Divest the general-merchandising divisionM&ABackground
Greenlit held a broad portfolio that included discount retail, apparel and homewares businesses in addition to furniture interests.
Action taken
The group agreed to sell Best & Less, Harris Scarfe and Postie to Allegro Funds.
Aftermath
The sale reduced Greenlit’s exposure to general merchandise. Harris Scarfe subsequently entered receivership and was later sold to Spotlight Group.
2018
Separate the Australian group from the Steinhoff nameStrategyBackground
Steinhoff International’s public controversy created reputational pressure for its Australian subsidiary.
Action taken
Steinhoff Asia Pacific rebranded as Greenlit Brands.
Aftermath
The business continued operating under Greenlit Brands while later pursuing portfolio sales and a more focused retail structure.
Recent events
- Unconfirmed
Reported
Nick Scali acquires Plush[2]
Nick Scali paid $103 million to acquire sofa chain Plush from Greenlit Brands; the acquisition nearly doubles Nick Scali’s store footprint in the short term, to 108 stores from 62.
Reported
Greenlit Brands sells its general merchandise division to Allegro Funds[3]
Steinhoff said its Australasian subsidiary Greenlit Brands sold its general merchandise division to Allegro Funds. The deal includes brands such as Best & Less and Debenhams Australia, along with more than 322 stores and over 6,100 employees.
Sources3 sources
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