Boulies has steadily grown from a niche manufacturer into a recognised name in the premium seating space, with a focus on comfort, durability and understated design. The company’s chairs have become a familiar sight in home offices and gaming setups alike, and its approach stands apart from the louder, more stylised end of the market. This interview explores how Boulies defines its identity, the decisions behind its product range and the direction the brand intends to take as expectations around ergonomics and long‑term support continue to evolve.
Adam Riley, Director at Cubed3: Boulies has become a popular name in the gaming chair space. What core design philosophy guides the brand?
Giselle Vivienne Koo, Marketing Director at Boulies: Boulies centres on a clean and stylish style with comfort-first functionality. Chairs are suitable for any space use: whether you’re gaming for hours or working at a desk.
Adam Riley: The gaming chair market is extremely competitive. How does Boulies distinguish itself from other premium chair manufacturers?
Giselle Vivienne Koo: Boulies stands out in the crowded premium gaming chair market by balancing practical comfort, everyday versatility, and customer-focused value — rather than relying solely on flashy aesthetics or esports branding. Many gaming chairs prioritise aggressive racing-style looks but fall short on long-term comfort. Boulies engineers its chairs around ergonomic support that works for both gaming and extended work sessions, with adjustable lumbar support, recline, armrests and posture-friendly contours.
Adam Riley: Which Boulies models are currently your best-sellers, and what do you think makes them so appealing to users?
Giselle Vivienne Koo: Boulies Master Chair. Across these best‑sellers, the Master series in particular stands out for several reasons:
1. Balanced ergonomics for work and play — users appreciate that it isn’t just a “gaming aesthetic” chair but genuinely comfortable for long sits.
2. Adjustability — features like adjustable lumbar support and 4D armrests let people tailor the fit to their body and tasks.
3. Build quality relative to price — positioned at a mid‑premium price point with materials (Ultraflex PU, sturdy bases) that feel more expensive than they are.
4. Versatile styling — looks good in gaming setups and professional spaces, broadening its appeal.
Adam Riley: Are there any new chair models, materials, or design innovations planned for 2026 that you can share with us?
Giselle Vivienne Koo: Yes, we have serveral models launching soon. We will share the details with you once we prepare to launch.
Adam Riley: Comfort and ergonomics are central to gaming chairs—how does Boulies approach ergonomics differently from others?
Giselle Vivienne Koo: 1. Functional Adjustability, Not Just Looks: Rather than just adding adjustable parts for marketing appeal, Boulies ensures each adjustment has a meaningful ergonomic benefit.
2. Materials That Support the Body: Ergonomics isn’t just about how many buttons you can press, it’s also about how the chair feels and interacts with your body. Boulies often uses breathable mesh or high‑quality padding that balances softness and support and durable, resilient foam that won’t flatten quickly. This means the chair supports key pressure points without becoming uncomfortable over time.
3. Everyday Comfort for Work and Play: The ergonomic design works for long workdays, studying, and gaming.
Adam Riley: How do you balance aesthetics with long-term comfort and durability when designing a new chair?
Giselle Vivienne Koo: At Boulies, we see aesthetics, comfort, and durability not as separate goals but as interconnected elements. When designing a new chair, our team begins by understanding the user’s lifestyle and needs. We carefully select materials that not only look premium but also offer long-lasting support. Ergonomic engineering ensures that every chair provides comfort over hours of use, while rigorous testing simulates years of wear to guarantee durability. The result is a chair that looks stylish, feels comfortable day after day, and stands the test of time, because we believe that a chair should be more than just a piece of furniture; it should be an investment in both well-being and design.
Adam Riley: Sustainability is becoming increasingly important in manufacturing. What steps is Boulies taking to reduce its environmental footprint?
Giselle Vivienne Koo: Sustainability is a core consideration at Boulies. We carefully select materials that are both durable and environmentally responsible, which helps reduce waste over the lifetime of our chairs. Our production processes are continuously optimised to minimise energy use and emissions. Additionally, we prioritise recyclable packaging and work with suppliers who share our commitment to sustainable practices. Ultimately, we aim to create chairs that are not only comfortable and stylish but also mindful of their impact on the planet.
Adam Riley: What role does customer feedback play in shaping your designs, and can you share an example where user input directly influenced a product?
Giselle Vivienne Koo: Customer feedback is central to everything we do at Boulies. We actively listen to our users, whether it’s about comfort, adjustability, or even aesthetic preferences. A great example is our EP460 chair. After hearing from office workers that they wanted more lumbar support and a higher backrest for long hours at their desks, we redesigned those elements to provide enhanced comfort. This new model is in sample testing now. We will launch this year.
Adam Riley: As your chairs are used for gaming, work-from-home setups, and long sessions in general, how do you design for such varied use cases?
Giselle Vivienne Koo: We start by understanding how people use their chairs. Whether gaming, working from home, or just relaxing for long periods. Our ergonomic design, adjustable features, and supportive materials ensure comfort across all these scenarios. Our Master and EP460 models, for example, are built to adapt to both intense gaming sessions and long workdays, so users don’t have to compromise on posture or style, no matter how they use them.
Adam Riley: What have been some of the biggest challenges in scaling the brand globally, and how have you overcome them?
Giselle Vivienne Koo: Different markets have different tastes, and making sure our chairs meet the same quality everywhere takes work. We tackle it by working closely with local partners, keeping quality checks strict, and really listening to our customers so we can adapt as we grow.
Adam Riley: Are there any partnerships—such as with esports teams, streamers, or gaming brands—that have been particularly impactful for Boulies?
Giselle Vivienne Koo: No, we haven’t co-operated with them.
Adam Riley: What emerging trends in comfort and ergonomics excite Boulies the most for the next few years?
Giselle Vivienne Koo: What really excites us right now are advancements that make long‑term comfort more intuitive and personalised. Adaptive ergonomics, for instance, in other words designs that respond to how you actually sit rather than just pre-set positions. We’re also watching how breathable materials and smart support systems evolve, especially for people who want a chair for work, gaming, and relaxation throughout the day. Those trends are pushing us to think beyond just ‘adjustable’ to truly comfortable for individuals.
Adam Riley: We’re seeing brands in adjacent comfort and wellbeing spaces—such as Komoder with their advanced massage chairs—gaining momentum. Does Boulies see opportunities to integrate similar technologies, or expand into related wellbeing categories in the future?
Giselle Vivienne Koo: We’re always keeping an eye on innovations in comfort and wellbeing. We’re also seeking for the true comfort technologies to enhance the user experience, rather than adding gimmicks. That means we’re excited about opportunities, but only where they align with what our customers really need.
Adam Riley: If you had to pick one Boulies chair that best represents the brand’s vision and values, which would it be and why?
Giselle Vivienne Koo: If I had to pick one, it would be our Master chair. It really shows what Boulies is about: comfortable, versatile, and stylish. Whether you’re working, gaming, or just kicking back, it’s designed to make every long session feel easier on your body, which is exactly what we aim for with all our chairs.
