A33's Axion chair was developed by a chiropractor to the L.A. Clippers.

UNION CITY, Tenn. — All33, a company founded in 2017 by L.A. Clippers chiropractor Dr. Dennis Colonello, has released its Axion task chair with the company’s patented “Sit in Motion” technology. Colonello started the company with Jim Grove, a veteran industrial designer who has worked with international clients including BMW.

According to the company, the Axion chair allows users to move while they sit, freeing the pelvis and all 33 vertebrae to move naturally.

“We incorporated feedback from more than 37,000 customers of our flagship BackStrong chairs when designing the Axion. The updated design allows you to feel your best in and out of the chair,” said Colonello. “The new curve in the cushion allows for increased comfort by taking pressure off your sit bones and is ingeniously angled to stack your spine into perfect posture. It’s an antidote to our culture’s increasingly sedentary lifestyle.”

Previously, All33 manufactured its now-retired BackStrong chairs in China but shifted its production to Tennessee for the Axion chair to better monitor the manufacturing process, according to the company.

“As a startup, and like most industries, we began our manufacturing overseas, but it was always our goal and a priority to move this process to the United States,” said CEO Bing Howenstein. “Moving fully to the U.S. has also allowed us to reduce our carbon footprint and deliver a higher quality product to our existing and new customers.”

The Axion is produced in a vertically integrated factory. According to the company, it is able to reduce lead times for customers and offer custom colors and fabrics. All33 invested in electric plastic injection machines that use 40% less energy, hi-tech processes that allow for the use of recycled plastic in the seat base and fabric-cutting robotics technology to minimize excess upholstery waste.

The Axion retails for $999 and is now available for purchase on the All33 website.

Notable investors in the company include Bruce Willis, Cindy Crawford and Tony Robbins.

Jean Marie Layton is senior editor for upholstery at Furniture Today. A design and furniture aficionado, she has worked as a writer/editor in industry and non-profits, in academic administration and in retail furniture sales. She pursued a master’s degree in the history of design at Parsons/Cooper-Hewitt and has a BA in history from Mount Holyoke College and an MA in liberal arts from Stanford University. Reach out to Jean Marie with your story ideas, tips and more at jlayton@furnituretoday.com

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