Businessman David Gerczak sat in his first LoveSac in Las Vegas this past winter, and although he was instantly smitten with the "Sac," he sought out more opinions.

"I was not convinced that other people would share my passion for a very cool, 75-pound, fairly expensive, oversized LoveSac," says Gerczak.

So, Gerczak organized an informal test market in the form of a Super Bowl party and let 20 friends hit the Sac during the game. Gerczak says their enthusiasm for the product encouraged him to take the next step.

"They didn't want to get out (of the LoveSac)," he says.

Today, Gerczak is the owner of a LoveSac franchise that will open in Mayfair Mall on July 30. It is the first LoveSac store in Wisconsin.

"Our store will be a fun party each day, every day. The music blarin', the movies and video games playin' and people just hangin' out at LoveSac," says Gerczak.

LoveSacs are high-end "beanbag wannabes," ranging in price from $100 to $700. They weigh between 20 and 100 pounds, and unlike beanbags, are filled with foam.

The Sacs come in custom covers, including velvet, denim, micro suede, leather, corduroy and more. Covers can be custom-ordered in virtually any style or color.

"We will have Wisconsin and Marquette LoveSacs, as well," says Gerczak, who also owns a chain of watch kiosks, called The Watch Company.

Gerczak hopes his store will offer an exciting oasis for young shoppers, unlike the upscale anchors like Pottery Barn, Williams Sonoma and Restoration Hardware.

"Those are lovely places for conservative, older adults. We are not conservative, we are not boring. We are a big, fun, loud party," he says.

A new product called the "Sactional," a modular sectional, is coming this fall.

"The LoveSac is the only piece of furniture that makes people smile," says Gerczak. "Think about it, furniture that makes you smile and be happy when you use it. Your $5,000 couch does not do that."