From Deseret News archives:
Seating company is sitting pretty
Utah firm's chair designs are rocking the gaming world
And this from a company that got into the seating business without marketing directly to the folks hunched over an Xbox or PlayStation while busting their bums on hard floors.
"The gaming thing sort of came in after the fact," said company President Scott Warner. "We knew it might be popular with gaming it was even on the box but we thought 'automotive,' more of a racing seat. Gamers would love it because it's a good gaming chair, but we didn't know it would start a massive trend in the gaming industry. Several retailers have basically credited us with starting this gaming furniture category."
AK Designs already has produced chairs that either rest flat on the floor or allow the user to rock backward. One of the latest products is a chair designed to be used either in office settings or by gamers.
Styling, innovation and affordability put AK's offerings snugly between low-tech "banana" chairs and elaborate electronic chairs, decked out with speakers and leather, that sell for up to $2,000. AK's products were attractive to mass retailers like Costco and Best Buy, among others. Gamers looking for comfort and styling could find what they needed with AK Rockers, which can cost as little as $79.99.
"They (Best Buy) thought it would be great with gamers," Warner said. "They pulled it in and it blew up. They sold so many units."
Design is the key to the young company's success, he said.
"These buyers Best Buy, Target, Wal-Mart, whoever it is they recognize that's an intangible. Anyone who has the right design sense, that understands the customer, it's gold."
Best Buy, for example, has about a dozen products in various categories it wants AK to develop. They're not the only ones smitten by the company. Costco wanted AK to develop an office chair; Best Buy did likewise only a few weeks later. The AK Octane, for both gamers and office workers, was born.
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