XMax (formerly Nova LifeStyle) designs and markets contemporary residential and commercial furniture under two brands: Diamond Sofa and Nova LifeStyle. The company targets mid-to-upper-middle-income consumers with modern, urban-style furniture — sofas, beds, dining tables, and full room collections — at medium to upper-medium price points. XMax does not manufacture its own furniture; instead, it designs products in-house and sources finished goods from third-party manufacturers, primarily in Asia. XMax sells primarily to furniture distributors and retailers, who resell under their own private labels or the Diamond Sofa brand, and also sells directly to U.S. consumers through third-party online portals. Revenue is driven by wholesale order volumes, product mix, and the ability to continuously introduce new designs. Because XMax sources rather than manufactures, margins are sensitive to input costs, shipping, and import tariffs — currently ranging from 27% to 70% on Chinese-manufactured goods. North America has historically been the core market, though Hong Kong grew to nearly half of 2025 sales. In early 2026, XMax announced a pivot to add AI as a second business line, incorporating XMax AI Inc. and signing an initial agreement to deploy an AI inference platform on AWS. The AI business is nascent with no revenue or established business model, and the furniture business remains XMax's primary operating business.