Simmons Bed's 'Simmons Hardware Store' Surpasses 40,000 Cumulative Visitors

Simmons Bed's cumulative visitors to the 'Simmons Hardware Store,' commemorating the brand's 150th anniversary, have surpassed 40,000.
[Photo by Simmons]

[Asia Economy Reporter Kim Jong-hwa] Simmons, a sleep specialty brand, has surpassed 40,000 cumulative visitors at the 'SIMMONS HARDWARE STORE' pop-up store, which opened to celebrate the brand's 150th anniversary.

The 'SIMMONS HARDWARE STORE,' a pop-up store based on the concept of 'Socializing' rooted in the local community, has been attracting attention daily as an innovative brand communication by Simmons, building a strong fandom. Despite entry restrictions due to COVID-19, it has established itself as a 'hip place' with over 6,000 monthly visitors, with long queues forming wherever it opens.

First introduced in Seongsu-dong last April, the SIMMONS HARDWARE STORE attracted public attention with its unique concept of a 'bedless pop-up store,' showcasing tool items such as jumpsuits, cable ties, and wrenches, along with various stationery and fashion items.

In June, it opened a pop-up store at the Apgujeong Galleria Department Store Luxury Hall West (WEST), continuing the excitement by presenting limited-edition fashion items. From July, it relocated to 'SIMMONS TERRACE,' a complex cultural space in Icheon, Gyeonggi Province, receiving favorable reviews for products reflecting local characteristics, such as Icheon rice packaged with Simmons' sensibility.

Riding on the success of the SIMMONS HARDWARE STORE, the cumulative visitors of 'SIMMONS TERRACE,' which opened in September 2018, exceeded 250,000 within two years of its opening.

SIMMONS TERRACE is a complex cultural space that introduces Korean Simmons' dedication and sincerity toward sound sleep through various spaces and contents. It is a 'Social Space' that communicates and grows together with the local community. It consists of spaces where visitors can experience the brand story, products, and cultural events, including the museum 'Heritage Alley,' which records the brand history reminiscent of a bed museum, and the 'Lounge,' which offers free new cultural art exhibitions themed on social art. It has become a landmark of Icheon.

The SIMMONS HARDWARE STORE has also sparked explosive reactions on social media, especially among the MZ generation, becoming an 'SNS certification sanctuary.' Posts related to #SimmonsHardwareStore on Instagram have exceeded 10,000, and posts with #SimmonsTerrace reach about 34,000.

Building on this momentum, Simmons Bed plans to open the SIMMONS HARDWARE STORE in the Busan area and continue the journey of 'Socializing' based on the local community. The pop-up store, operating for about a month from the 23rd (Friday) to the 22nd (Sunday) of next month in Jeonpo-dong, Busan, will showcase new limited-edition items interpreting Busan's subculture through Simmons' sensibility.

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