Cindy W. Hodnett //Executive Editor of Brand Development//October 13, 2025
HIGH POINT — Persuading consumers to spend on home can be a daunting task, but many industry leaders agree that if a furniture company focuses on providing solutions for a specific or perceived need, then consumer interest, and subsequent sales, will follow.
One of the recent consumer-facing solutions in the upholstery category doing well at retail is immersive sound.
Described as a technology that creates a three-dimensional, full-body sensory experience through an integrated system in upholstered furniture, immersive sound allows users to physically feel sound effects, much like a live event or movie theater, and it’s a hit with consumers who want to take their movie night or gaming activities to the next at-home level.
Todd Carter, chief product officer for BeyondSmart, said that his company’s first product launch in 2017 included the iLounger, technology that offered a Bluetooth audio sound system, heat and massage, a cooling cup holder and the iCtrl App to manage seating functions.
An early adopter of incorporating technology into seating for enhanced user experience, Carter said that he believes consumers have come to expect more from their home furnishings.
“I think for any of the tech-inspired, powered furniture categories, you are going to see the market migrate to the implementation of immersive sound and hidden components as standard,” he said. “We have already seen models being designed and altered to accommodate these components while maintaining clean aesthetics.
“We have upholstery in traditional silhouettes and more contemporary, and we are finding that all styles need to have more technology included,” Carter added. “Even our upholstered beds and our ‘Party Bed’ offer full technology integration. The tech phenomenon is happening everywhere, not just in automobiles and phones. Every part of our lives is becoming more tech-oriented and user-friendly, and BeyondSmart is made to help consumers experience smart luxury.”
‘High-value upgrade’
For the October market, Flexsteel Inds. is launching two products featuring immersive sound technology: Sense and Vibe. Both groups will be powered by Flexsteel Pulse and will be available as both sofa groups and sectionals and stocked in two covers each.
Flexsteel representatives said that the new collection offers superior sound quality, the latest connectivity with Bluetooth streaming and fast charging, and precision digital enhancements through dynamic acoustic distribution by application.
“From our consumer segmentation exercise, we learned of an entire segment that we affectionately call the ‘Level Uppers,’ said David Crimmins, vice president. “These consumers are looking for a high-value upgrade to their existing furniture. They prioritize stylish, elevated, in-stock/accessible products.
“When we say elevated, they are specifically looking for technologies and features that offer convenience and innovation.”
Crimmins said that Flexsteel “took a deep dive” into consumer preferences for in-home sound and evaluated available options.
“We identified an unmet opportunity to bring a level of innovation and quality to immersive sound, paired with exceptionally comfortable and durable furniture that provided us confidence in our ability to bring a differentiated, high demand product to market,” Crimmins said.
“We believe that the combination of the key feature sets of superior sound, easy connectivity, and precision enhancements — combined with Flexsteel comfort and Flexsteel Pulse — has everything the Level Upper is looking for.”
Elevated experience
Cozzia USA first introduced sound technology to the company’s massage chairs more than 10 years ago and has continued to elevate the massage experience by integrating sound, according to Bob Bruns, president.
“From the start, we aimed to elevate the massage experience by integrating sound, helping our customers relax both physically and mentally in an immersive, multisensory environment,” Bruns said. “The response from our retail partners has been overwhelmingly positive. Many have recognized the added value that immersive sound brings, particularly as consumers increasingly look for tech-driven, luxury wellness solutions.
“Retailers have found that this feature is especially appealing to those seeking a holistic relaxation experience, and it’s driving more foot traffic and engagement.”
Earlier this year, Kuka Home dipped a toe in the immersive waters with the introduction of a single SoundSphere Immersive Sound sofa at the January Las Vegas Market. Matt Harrison, president, said that by April High Point Market, Kuka Home had expanded with a full rollout of SoundSphere Immersive Sound in both motion and stationary upholstery.
“Immersive sound has quickly become a popular with retailers,” he said. “We’ve already secured several placements, and interest continues to grow. We’re confident this category will expand and become an important part of our business.”
Like many of his industry colleagues, Harrison thinks immersive sound’s popularity is going to continue to grow, especially in home theater and gaming chairs.
“Just like dual power became standard in motion, immersive sound is on that path,” he said. “It will take some consumer education, but we see it becoming a sought-after feature.”
Bruns agreed.
“With the growing demand for home technology integration, tech-savvy consumers are seeking products that offer not just relaxation, but also immersive experiences,” Bruns said. “Immersive sound is quickly becoming a must-have feature for this segment, and we believe it will continue to be a key differentiator in the high-end furniture wellness market. We’ve taken immersive sound to the next level with the introduction of the Cozzia Quantum featuring Monster-branded surround sound system.”
Expanding the lineup
Lifestyle Enterprise did a soft launch of immersive sound upholstery at the April market in High Point with several key customers, and it is expanding it to the company’s open line for the October market.
Grey Hunsucker, president of upholstery, said that Lifestyle is now shipping the product, adding that his expectations are high.
“Reclining furniture has a history of innovation, starting with the product category itself, expanding into the chaise pad construction, drop down tables, power, power head rest, zero gravity,” Hunsucker said. “Most of the previous innovations that stuck were related to comfort or ease of use.
“While people have had speakers and tactile vibration in the past, most of the technology was difficult, hard to connect and was limited mainly by high-cost factor, which in turn made hard for the average consumer to accept,” he continued. “With today’s ease of use (plug and play), no messy wires, along with a considerably less cost factor, we know this will resonate with the average consumer.”
Hunsucker said Lifestyle Enterprise is expanding its immersive product line to include modular stationary seating as well as reclining furniture, adding that the expansion is in direct response to consumer need.
“Today’s consumers have embraced technology and have expectations in everything they buy,” he said. “Home products need to adapt to more than just a visual presentation. We focus on comfort, which is an expectation in both stationary as well as motion, and now, by adding sound, we are engaging with the consumers’ demands to support their current lifestyle.”
Mega Motion’s Infi Immersive recliner
Mega Motion’s immersive chair launched in July, according to Keith Meriweather, senior director, and sales were “very brisk” from the start.
“We are the only vendor that has combination of all these features and benefits in one chair: full immersive rip sound quality, full tilt with zero gravity, three-zone heating, air massage, pull-out arms with cup holders and phone chargers, adjustable headrest and lumbar, and lift capabilities with ergonomic toggle remote,” he said.
“This chair’s functionality is for a wide range of consumers, from gamers to persons that need mobility assistance.”
Manwah introduced its immersive sound upholstery two years ago after significant research into the category.
“It took considerable time and effort to fine-tune the system to achieve the performance and experience we envisioned,” said Gabriele Natale, president. “The response has been outstanding, with retailers embracing it very successfully. It delivers a tangible benefit by creating a highly immersive living room experience, which resonates strongly with tech-savvy consumers.”