Fatboy® is an imaginative lifestyle brand that excels in thinking outside the box. The brand promises to bring energising comfort and smiles to people in over sixty countries worldwide with a growing line of lifestyle products. Paula Masters, President and CEO of Fatboy USA, explains how the company has gained a worldwide audience for its unique design approach, and how the company has grown in North America partly through forming partnerships with other iconic brands such as Red Bull and MINI.
Fatboy is best known for its oversized, new generation beanbag, a product designed by Jukka Setälä, a designer from Golla (Finland). Dutchman Alex Bergman adopted the design and started the brand ‘Fatboy® in 2002. Since the launch on the Dutch market that same year, 2002, Fatboy® has successfully grown and now sells a variety of lifestyle designer products in over sixty countries worldwide.
Fatboy first entered into the US market in late 2005, Ms. Masters explains. “We now sell Fatboy lifestyle products through leading furniture and lifestyle stores across the nation. Our identity is anchored in iconic European design mixed with a creative spirit and a sense of humour that extends into all our product offerings.
We are known for creating iconic lifestyle products with a simple yet compelling idea reflected in our tagline, ‘Deleting Dull’. Our tagline really aligns with what has remained the core of the Fatboy brand philosophy from birth, which is to design captivating product to evoke an authentic change in people’s minds for the better through the experience they have with our product.”
In the US, Fatboy has partnered with some of the leading brands and showcased product at some of the most visible events in the nation including: MTV/Real World, Art Basel in Miami Beach, NEA Read Across America in New York City, the Red Bull Air Show, and the Coachella Desert Retreat in Palm Springs, just to name a few. “We were proud to once again have the opportunity to partner with MINI USA for this year’s MINI TAKES THE STATES excursion,” Ms. Masters adds. “We are a perfect fit for each other as MINI aligns with Fatboy’s commitment to providing fans with innovative, surprising and unparalleled experiences that are focused on deleting dull.” Ms. Masters continues: “We are known for our oversized beanbags, specifically the Fatboy® Original.
That said we have expanded our product portfolio to include iconic indoor and outdoor creations that bring people together worldwide including hammocks, lighting, innovative seating for the home or office, as well as lifestyle accessories. Alex Bergman, Founder and Creative Director, thrives to combine imagination and functionality in everything he designs.”