Beds Worth Up to 100 Million Won... Customers Opening Their Wallets for Premium Beds

Shinsegae Department Store Gangnam Branch Opens Popup Store Featuring Four Major Luxury Bed Brands
Premium Bed Sales Grow by 30%

[Asia Economy Reporter Cha Min-young] As demand for premium beds increases, Shinsegae Department Store Gangnam Branch announced on the 11th that it will open a bed pop-up store featuring the world's four major luxury bed brands.

According to Shinsegae Department Store, recently, as people spend more time relaxing at home, the number of customers who open their wallets without hesitation regarding price is increasing. In fact, premium bed sales at department stores in the first half of this year rose nearly 30% compared to the same period last year.

In response, the pop-up this month features "Hypnos," a British brand boasting a history of over 100 years, which supplies beds not only to Queen Elizabeth but also to all royal palaces and residences of the British royal family. Additionally, by using natural materials, it became the first British bed company to achieve zero carbon emissions. At the Gangnam pop-up, Hypnos offers up to a 30% discount on mattress and frame set purchases popular among newlyweds. Existing customers receive a 20% discount on repurchases.

"Vi Spring" is a brand established in the UK in 1901 that produces the entire bed including springs, durable materials, and mattress covers. Furthermore, only craftsmen with at least five years of experience are allowed to make the highest-grade mattresses. In 2011, it gained fame when Prince William of the UK ordered a custom Vi Spring bed for his wedding.

"Duxiana" is Sweden's first mattress company. It uses coil springs connected three times more densely than conventional beds to distribute body weight and provide comfort tailored to body shape. Notably, film director Steven Spielberg uses 25 mattresses, and it is also famous as a bed favored by Hollywood stars such as Leonardo DiCaprio.

"H?stens" beds were selected as a supplier to the Swedish royal family in 1952 and have been supplying ever since. Its signature blue check pattern is regarded as a symbol of the highest premium beds. Since the mid-19th century, only natural materials such as wool cotton and horsehair from nature have been used, and craftsmen with over 10 years of experience handcraft each bed for 320 hours. Prices start from around 20 million KRW and can go up to 100 million KRW.

Meanwhile, Shinsegae Department Store Hanam Branch has separately prepared an experiential space where customers can lie down on mattresses themselves. Famous bedding brands such as Ace, Simmons, and Tempur are available. Representative products include the Ace Bed Royal Ace line RA400 at 4.35 million KRW for queen size, Simmons' representative model William at 3.98 million KRW, and Tempur Original Elite at 3.9 million KRW.

Park Sung-joo, head of the lifestyle team at Shinsegae Department Store, said, "As interest in sound sleep grows, the number of customers seeking premium beds is increasing, so we made it possible to experience the four major luxury beds in one place. We plan to continuously strengthen sleep-related content in the growing sleeponomics market going forward."

This content was produced with the assistance of AI translation services.