UK-origin ergonomic chair brand Boulies held a presentation event in Minami-Aoyama, Tokyo, to mark its first anniversary in the Japanese market. The company announced the specifications of its new Master Rex 2026 chair and its future domestic strategy.
ブーリス, which operates the UK-origin chair brand Boulies, held a business strategy presentation event in Minami-Aoyama, Tokyo, to mark its first anniversary in the Japanese market. Founder Bao Chenfei (包晨飛) appeared online and shared the company’s business performance and roadmap for Japan.
First-year sales in the Japanese market reached ¥40 million, and the company received more than 200 opinions and requests from Japanese users. Its products, Boulies Master Rex and Boulies Master Neo, also won Gold Awards in the Lifestyle category at VGP 2026 SUMMER. In response, the company indicated that it would strengthen its domestic operations.
The company set out 3 priorities for its future domestic business: developing products suited to Japanese living environments and physiques, expanding opportunities for in-store trials, and strengthening its post-purchase support system. Specific initiatives include developing limited-edition models based on Japanese intellectual property, exhibiting in the Makuake display area inside Yodobashi Camera Akiba, participating in Organised Tokyo, and establishing a telephone support desk.
The new Boulies Master Rex 2026 is a multifunctional chair designed for desk work, gaming and relaxation while reclining. Its lumbar support, which supports the lower back, offers 4-way adjustment with an emphasis on an integrated feel, while the 6D armrests provide height, forward-and-back and side-to-side adjustment, as well as 360-degree rotation of the armrest tops. The chair reclines to a maximum of 165 degrees and supports up to 135kg, and is available in 2 versions, PU leather and fabric. Early sales will run on Makuake from 11:00 on 22 October 2026 to 22:00 on 28 December, with products shipped in stages by the end of February 2027. The general retail price will be ¥72,800 (including tax).