FOR IMMEDIATE RELEASE

Birch Office Chair: Award-Winning Ergonomic Innovation with Patented Double-Back Support System

JE Furniture Co., Ltd Goodtone Branch, together with ITO Design, proudly announces that its latest creation, the Birch office chair, has received the prestigious Platinum A' Design Award 2025 in the Office Furniture category. Developed over three years with design work in Germany and manufacturing in Foshan, China, Birch made its debut at CIFF Guangzhou in March 2024. This recognition highlights Birch's groundbreaking approach to ergonomic seating, blending advanced comfort, innovative engineering, and contemporary aesthetics.

The Birch office chair distinguishes itself with a patented double-back flexible support system, inspired by the natural curves and movements of the human spine. Unlike traditional mesh chairs with separated waist and back supports, Birch features an integrated gliding support structure that adapts dynamically to forward, backward, and lateral movements. Its metal outer frame and lightweight inner frame work in harmony, offering three-in-one support for the back, waist, and sacrum, while the dual mechanism allows for both adaptive dynamic adjustment and secure back locking. This ensures users experience tailored lumbar support and a near "zero gravity" sensation, even during long hours of sitting.

Functionality and user experience are at the core of Birch's design. The chair is equipped with a BOCK core wire-controlled mechanism, enabling seat height and depth adjustments, three-level tilt angle locking, 3D armrests, and quick tilt strength control. All function keys are conveniently located below the armrests and seat, allowing seamless transitions between comfort states without the need to bend over. The chair's slim, modern profile, one-piece aluminum alloy frame, and full mesh material combine to create a visually striking, high-end appearance that reflects both strength and elegance.

Birch's development was driven by extensive research into ergonomic needs and user pain points, resulting in a chair that not only advances comfort and flexibility but also sets a new standard for office furniture design. The Platinum A' Design Award recognizes Birch as a world-class innovation that pushes the boundaries of art, science, and technology, making a meaningful contribution to workplace wellbeing and design excellence.

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