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Fortress Seating is making a bigger international move, and it is doing it with intent. We break down the news that Fortress has appointed Directly AV to oversee the development of its international sales and marketing strategy, a signal that the brand wants deeper relationships with dealers and a clearer voice in the global custom installation channel.

We talk through what Fortress brings to the table as a manufacturer with more than 70 years behind it, producing handcrafted seating from Laverne, California. Yes, home cinema and home theatre seating remains a core part of the reputation, but there is a much broader portfolio that matters for today’s luxury residential projects: sofas, sectionals, lounges, individual chairs, and fully bespoke seating solutions. If you work in residential AV, this is the kind of range that can turn a media room or living space from “equipment installed” into a coherent client experience.

The partnership was confirmed after discussions at CEDIA Expo in Denver between Directly AV founder and managing director Mike Beatty and Fortress president Gabby Wolper. The strategy focuses on strengthening Fortress’s existing international network, identifying opportunities in new markets, improving dealer and distribution relationships, and refining brand positioning and communication worldwide. The goal is simple: make it easier for international dealers to specify and sell Fortress, while helping integrators understand the full scope of what Fortress can manufacture for high-end residential environments.

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