Here's a couch from a retail store you've probably heard of that you can configure online for $12k.

https://www.williams-sonoma.com/products/bedford-sofa-uphols...

Personally I'd rather buy one from IKEA and use the change left over from $12k to buy.. a used truck to drive the sofa home in.. but apparently there's a market.

You can certainly go much higher for smaller companies producing actual custom stuff, using exotic materials, for a giant sectional instead of a single sofa, etc.