Mayara Peralta - Head of Marketing, Stressless® Australia.

Bringing an international brand to the Australian market is no small task - from navigating market awareness and product adoption, to tailoring marketing communications strategies to appeal to our local audience.

In this interview, Mayara Peralta, Head of Marketing for Stressless® Australia, shares her journey of brining a globally renowned luxury furniture brand into Australian homes. From innovative ergonomic designs to sustainability-driven craftsmanship, discover how Stressless is bridging Norwegian heritage with our local lifestyle and what exciting developments are on the horizon.

Hi Mayara, can you tell us a bit about yourself and your role at Stressless® Australia?

I’ve had the privilege of calling three incredible countries home - Brazil, the United States, and now Australia. This has given me a global perspective on marketing and consumer behaviour. Over the past 14 years, I’ve worked with powerhouse brands like Mondelez (hello, candies!) and DiDi, navigating both the fast-paced worlds of consumer goods and tech. I also hold a Master’s degree in Integrated Marketing from New York University (NYU).

About three years ago, I took a leap into the world of luxury furniture in Australia - and it didn’t take long for me to fall in love with it. Now, as the Head of Marketing for Stressless® Australia, I’m on a mission to make Stressless as well-loved here as it is in Norway. With a deep appreciation for craftsmanship, comfort, and sustainability, I’m dedicated to bringing the ultimate relaxation experience to Australian homes - one perfectly designed recliner at a time!

Stressless® is a globally recognised brand. What unique opportunities and challenges have you encountered while introducing the brand to the Australian market?

One of the biggest challenges is translating the essence of Norwegian craftsmanship and culture in a way that resonates with Australian consumers. It’s important for us to maintain the authenticity of the brand and its heritage, while also adapting to local preferences and culture.

That said, there are fantastic opportunities in the Australian market, particularly in the growing appreciation for sustainability and long-lasting quality. Stressless® products are designed with longevity in mind - many of our original chairs in Europe are still in use decades later. This aligns perfectly with the Australian mindset of investing in durable, well-crafted pieces.

Australian consumers are known for valuing both design and functionality. How has Stressless® tailored its approach to resonate with Australian tastes and lifestyles?

Stressless® furniture is crafted to intuitively adapt to the body, offering an unmatched level of comfort and support. This is achieved through innovative comfort technologies such as BalanceAdapt™, which provides subtle rocking motions, and the Plus™ System, designed to offer maximum lumbar and head support. For over 50 years, Stressless® has developed ergonomic designs based on deep insights into human anatomy and the way people live - making is the only recliner brand endorsed by the Australian Chiropractors Association. We also offer a variety of customisation options, from premium leathers and fabrics to different wood finishes, ensuring that each piece complements the diverse interiors found across Australian homes.

Stressless® is known for its Scandinavian craftsmanship and ergonomic design. How do global trends influence your approach to creating furniture?

We closely monitor global design, lifestyle, and wellbeing trends to ensure our furniture remains relevant and forward-thinking. We keep an eye on global trends - not just within the furniture industry but across other industries as well, like fashion, where we draw inspiration for our colours and materials, for instance.

Wellness is at the heart of what we do. With more people prioritising self-care, relaxation, and mindful living, we create furniture that not only looks beautiful but also enhances overall wellbeing. Our ergonomic designs are engineered to provide optimal support, helping people sit better and ultimately, relax better - because true comfort isn’t just about sitting; it’s about feeling good in both body and mind.

The idea of ‘furniture that spans generations’ is compelling. Can you share more about your production processes and material choices that contribute to this philosophy?

At Stressless®, we craft furniture designed to stand the test of time - both in durability and timeless style. The legendary Stressless® recliner was born on the west coast of Norway, in the small community of Sykkylven, where our main factory still lies. In a place where resources were scarce, everything had to be built to last. That philosophy still resides within the factory walls, and we are proud caretakers of the beautiful scenery that surrounds our factory in Norway.

We use high quality materials, such as FSC® Certified European beech wood for our frames, prized for its strength and longevity; premium quality leathers and fabrics that are sourced from sustainable sources. Our factories in Norway are ISO14001:2015 Environment management certified and have many initiatives in place, such as reusing surplus materials, leftovers and utilising a closed loop system for cleaning steel.

The Australian Chiropractors Association has endorsed Stressless® for its high quality and thoughtful designs. Can you walk us through the technology and design innovations that set your products apart?

We call it The Comfort Formula: After taking a seat in Stressless® furniture, you may find yourself pondering: What makes it so much more comfortable? The main reason is the level of attention it pays to how your body works, from top to toe, through patented comfort technologies:

Our Plus™-System allows an automatic adjustment of the support to your neck and lumbar regions, allowing to read or watch TV even when fully reclined. The Glide™-System is integrated in the Stressless® wheel - simply turn the wheel to select the most suitable resistance for you and the chair will adapt to your body's weight. With the unique BalanceAdapt™ technology, present in our recliners and some sofas, the seat angle will automatically adjust to the slightest body movement, as the back and seat move with your body.
Our pioneered reclining dining chairs have the Balance&Glide™-System that allows the seat and backrest to adjust to your body's movements without the hassle of operating buttons or levers.
Our Sofas have the ErgoAdapt™ technology, that provides a soft landing and total comfort with a seat cushion that automatically adjusts to your position and smallest movements - when you are lying down, the sofa turns completely flat for the best possible rest.

With more people prioritising home comfort, how does Stressless® continue to evolve its craftsmanship to meet changing consumer expectations?

Comfort has always been at the core of what we do, and as people spend more time at home, they’re looking for furniture that supports their wellbeing while elevating their living spaces. We continue to innovate by refining our ergonomic technology, expanding our range of sustainable materials, and introducing new designs that reflect modern aesthetics. Whether it’s a recliner that adjusts effortlessly to your body or a sofa that offers both style and superior support, we’re constantly evolving to ensure Stressless® remains synonymous with ultimate comfort and craftsmanship.

What can we expect to see in the coming months?

Exciting launches are on the horizon! We’re introducing a sophisticated new leather finish inspired by the catwalks of luxury fashion houses like Gucci and Louis Vuitton, bringing high-end elegance to everyday comfort. Plus, get ready for a stunning, ultra-comfy, and effortlessly chic bouclé - the perfect blend of style and softness.

We’re also unveiling new designs featuring our signature comfort technologies, ensuring every piece delivers the ultimate relaxation experience. But no spoilers - you’ll have to wait and see!

What do you hope Australian customers take away from their experience with Stressless® - beyond just owning a piece of furniture?

More than just owning a beautiful piece of furniture, we want our customers to experience a new standard of comfort - one that redefines their personal comfort zone. Stressless is all about creating a sanctuary in the home, whether it’s a recliner that perfectly supports your body after a long day or a sofa that becomes the heart of your living space. We hope Australians feel the difference in craftsmanship, appreciate the thoughtful innovation behind our ergonomic design, and ultimately, embrace a more relaxed, comfortable, and balanced lifestyle.

What celebrity’s home would you love to see Stressless® in?

In the past, we've had global stars like Cher and Sir Elton John enjoying our furniture! But we’d love to see Stressless in the home of an Australian icon like Hugh Jackman, known for his appreciation of fine craftsmanship and relaxed yet stylish living. Or even Cate Blanchett, who embodies a blend of high-end luxury and genuine commitment to sustainability - values that align perfectly with Stressless' focus on quality craftsmanship and eco-conscious practices.

To find out more about the stunning range of furniture from Stressless®, please visit their website.

For media enquiries or to view and download Stressless® press-ready images please visit their Flaunter profile.

Spotlight On: Mayara Peralta from Stressless®.