What Boulies does

Boulies is a privately held direct-to-consumer ergonomic seating brand that designs, manufactures, and sells office chairs, gaming chairs, and standing desks under its own brand. Founded in 2017 and headquartered in Parachute, Colorado, with a US distribution warehouse in Ontario, California and a UK operating entity (Boulies Limited), the company markets three product families: the Master and Elite gaming series (priced $339.99-$419.99), the EP ergonomic office series ($219.99-$309.99), and the OP task series ($239.99-$289.99), plus the Magvida standing desk.

Boulies' product engineering focuses on ergonomic adjustability - lumbar support systems (including self-adaptive on the EP500), 4D/5D aluminum armrests, multi-tilt mechanisms with tilt-tension and lock functions, Class 4 gas lifts, and proprietary materials such as Ultraflex PU leather, water-repellent fabrics, and 100% cold-cured foam cushions. The company supports user body types from 155cm to 200cm in height and up to 135-160kg in weight. Manufacturing quality is backed by disclosed testing volumes exceeding 300,000 abrasion cycles and 120,000 explosion-proof gas-lift tests.

The business model is direct-to-consumer e-commerce, operated through regional Shopify storefronts (boulies.com, boulies.co.uk, boulies.com.au) with Amazon marketplace presence, supported by Klarna and Shop Pay installment financing, free US shipping via FedEx, and a dedicated B2B bulk purchasing program offering volume discounts, samples with 14-day free returns, and extended warranties. Optional paid Warranty Plus plans add $50-$60 per chair. Target customers span individual gamers, remote/home office workers, creative professionals, and corporate bulk buyers across the US, UK, Australia, and additional European and APAC markets.

Name

Boulies

Legal name

BOULIES INC

Website

https://boulies.com

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Boulies is a privately held direct-to-consumer brand that designs, manufactures, and sells ergonomic office chairs, gaming chairs, and standing desks through regional e-commerce storefronts serving consumers, gamers, remote workers, and corporate bulk buyers across the US, UK, Australia, and additional European and APAC markets.

Ownership category

akta.pro rank

Product category

Office Furniture

NAICS

Office Furniture (including Fixtures) Manufacturing (3372), Furniture Retailers (449110)

SIC

Office Furniture (2520), Retail-Furniture Stores (5712)

akta.pro primary industry

Gaming Furniture & Ergonomics (Chairs, Desks, Mounts) (MPAFAGAJ)

Keywords

• Ergonomic office chairs
• Gaming chairs
• Task chairs
• Standing desks
• Ergonomic seating

Headquarters

HQ city

Parachute

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Chair Sales: Primary revenue from direct sales of ergonomic gaming chairs, office chairs, and task chairs at various price points ranging from $219.99 to $439.99. One-time purchase model with optional accessories and extended warranty add-ons.
2. Warranty Plus: Optional paid warranty enhancement plans providing extended coverage (additional 12 months) and peeling protection for eligible products. Priced at $50-$60 depending on chair series.
3. Accessories: Sale of complementary products including armrest pads, casters, lumbar pillows, head pillows, gas lifts, seat cushions, mouse pads, and upholstery cleaners.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Boulies designs, manufactures, and sells ergonomic seating solutions including gaming chairs, ergonomic office chairs, and task chairs across three product lines (Master/Elite gaming series, EP ergonomic series, OP task series), along with standing desks and complementary accessories. Products are sold primarily through direct-to-consumer e-commerce in the US, UK, and Australia, with selected availability on Amazon and a dedicated bulk purchasing program for business customers.

Product overview

Boulies is a manufacturer of ergonomic seating solutions comprising three distinct product lines: Gaming Chairs (Master, Master Max, Master Rex, Elite), Ergonomic Office Chairs (EP200, EP460, EP500), and Task Chairs (OP180, OP300). The Master and Elite series target gamers and home office users, offering premium features like aluminum 4D armrests, built-in lumbar support, and multi-tilt mechanisms with leather or fabric upholstery. The EP series provides versatile ergonomic office seating with hybrid mesh materials, adaptive lumbar support, and footrests for work-from-home and office environments. The OP series focuses on task-oriented seating with forward-tilt functionality for professionals requiring sustained upright posture during concentrated work. Products are available with various upholstery options (Ultraflex PU leather, water-repellent fabric, nappa leather, mesh) and price points ranging from budget-friendly to premium. The company also offers an optional Warranty Plus add-on service for extended protection.

Differentiator

Problem solved

Functional benefit

Products and services

• Boulies Master / Master Max Gaming and home office chair featuring a firm seat cushion and built-in adjustable lumbar pillow with 4 settings, aluminum-constructed 4D armrests, 15° rocking, tilt position lock, and Class 4 gas lift. Available in Ultraflex PU leather, water-repellent fabric, and nappa leather upholstery.
• Boulies Master Rex Premium gaming chair with integrated pressure-free leg rest, enhanced stable tilt mechanism, 15° rocking, 95-165° back recline, aluminum 4D armrests, and water-repellent fabric upholstery. Same size as Master (155-180cm, up to 110kg).
• Boulies Elite Gaming chair inspired by automotive seats with a specially designed backrest that mimics the natural curvature of the human spine. Features 8-way adjustable aluminum armrests, stepless backrest reclining, multi-tilt mechanism with height adjustment, and rocking tilt switch with lock function. Available in Ultraflex PU or Water Repellent Fabric.
• Boulies EP500 Ergonomic office chair featuring a wide 50cm hybrid mesh seat, self-adaptive lumbar support, 5D flip-up armrests, adjustable backrest height (70-74cm), seat depth adjustment (46-50cm), integrated footrest, and chenille-blended mesh fabric. Designed for users 165-190cm, supporting up to 135kg.
• Boulies EP460 Ergonomic office chair with hybrid chenille mesh fabric, 3-level adjustable backrest height, optimized adjustable lumbar support, retractable footrest, adjustable neck pillow (height and angle), aluminum wheelbase, and 6-way adjustable armrests with detachable option. Features 3-level recline (95°, 113°, 135°) and Class 4 gas lift.
• Boulies EP200 (2026 model) Budget-friendly ergonomic office chair with upgraded 51cm cold-cured foam seat cushion (3x more supportive than original), upgraded mesh fabric (twice as durable), 4-level seat depth adjustment, 3-level reclining backrest, 4-way integrated lumbar support, and adjustable neck pillow.
• Boulies OP180 Compact ergonomic task chair designed for small spaces with forward tilt function for upright posture during focused work. Features plush cushioned seat with breathable mesh backrest, adjustable backrest height, seat depth, seat height (44-51cm), and detachable 3D armrests. Supports up to 160kg. Recommended for users 155cm and above.
• Boulies OP300

Quantifiable outcome

• Assembled in as little as 5 minutes (OP180 with 6 screws) to 20-35 minutes for full assembly
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature8 records

Partnerships

Three partnerships are on record, tiered core.

• ShopifycoreTechnology or IntegrationE-commerce platform hosting Boulies' direct-to-consumer storefronts (boulies.com, boulies.co.uk, boulies.com.au). Provides secure payment processing integration and online store infrastructure.
• FedExcoreTechnology or IntegrationPrimary shipping carrier for US orders. Boulies offers free standard FedEx shipping on all eligible orders delivered within contiguous United States.
• StripecoreTechnology or IntegrationSecure credit card payment processing via Stripe. All transactions are PCI-DSS compliant with AES-256 encryption.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Haworth: Haworth is a global office furniture manufacturer (Soji, Zody, Fern) serving enterprise and increasingly hybrid work buyers. Its ergonomic portfolio competes with Boulies' EP series in the corporate and home office procurement channel.
• Steelcase: Steelcase is a global office furniture leader (Gesture, Leap, Series 1) with a hybrid work and home office push. Its Series 1 and Series 2 chairs compete with Boulies' ergonomic office range for the same remote/office professional buyer.
• Herman Miller: Herman Miller is the premium ergonomic seating incumbent (Aeron, Embody, Sayl) serving both corporate and home office buyers. While positioned in a higher price band, its encroachment into the sub-$500 market directly competes with Boulies' EP and OP lines.

Direct peers

• Branch Furniture: Branch Furniture is a DTC office furniture brand offering ergonomic chairs, desks, and accessories to remote workers and small businesses at comparable price points, with a similar direct-to-consumer go-to-market motion to Boulies.
• DXRacer: DXRacer pioneered the gaming chair category and sells racing-style gaming chairs across similar price tiers to Boulies Master and Elite series, with overlapping target customers in gaming and streaming communities.
• FlexiSpot: FlexiSpot is a leading direct-to-consumer standing desk brand with an extensive ergonomic product catalog. As Boulies expands into the standing desk category with Magvida, FlexiSpot becomes the most relevant direct peer in that sub-category.
• Secretlab: Secretlab is the leading direct-to-consumer gaming chair brand, offering Titan Evo and other premium gaming chairs in a similar $300–$500 price range. It is Boulies' closest head-to-head competitor in the gaming chair category for performance and design-conscious buyers.
• AKRacing: AKRacing is a gaming chair specialist with a comparable product line-up (Master, Premium, Pro Series) targeting gamers and office users at price points overlapping with Boulies.
• Autonomous Smart Furniture: Autonomous sells ergonomic office chairs (ErgoChair Pro, Smart Chair Core) and standing desks direct to consumers and businesses at price points and through channels directly overlapping with Boulies' EP/OP lines and Magvida standing desk offering.
• Respawn (Office Depot): Respawn is Office Depot's gaming and ergonomic furniture brand, offering gaming chairs, recliners, and desks at value-oriented price points with broad retail distribution — directly competing with Boulies for the gaming/office crossover buyer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCrNCGp4hYwNVpZ1tWc8_mHA
• Facebookfacebook.com/boulieschairs

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Boulies