Furniture Industry Smiles Amid COVID-19... Thanks to Heoja Furniture

Casamia 'Modular Campo' Sofa... Bestseller in the COVID-19 Era

The 'Campo Classic' sofa from Casamia.
[Photo by Casamia]

[Asia Economy Reporter Kim Jong-hwa] "One well-made piece of furniture can sustain a company."

Recently, a furniture industry insider cited Casamia's 'Campo' sofa as an example, saying this. Just how many units were sold for it to become a buzz in the industry? Upon checking with Casamia, the 'rumor' turned out to be true. Last August, Casamia launched the Campo sofa as a representative product while promoting premiumization to expand into the premium market.

As of early this month, a total of 16,300 sets of the Campo sofa have been sold. Considering only the sofa category, sales increased by a whopping 161% through the third quarter this year, and Campo accounted for 30% of the sofas sold, showing strong consumer affection. Casamia's third-quarter sales increased by 50% year-on-year, with the Campo sofa behind this growth.

Compared to Hyundai Livart's best-selling 'Gadium Recliner' sofa, which sold an average of 1,100 units per month and about 10,000 units this year, Campo's popularity is remarkable. Orders to bring in the 'Campo' sofa are flooding in so much that specifying delivery dates is difficult even now.

A Casamia representative explained the secret to Campo sofa's popularity: "It uses premium filling materials mixing duck down and hollow fiber, providing a comfortable seating experience as if sitting on a cloud, and the easy-clean fabric allows for simple management of light stains or dust." They added, "Especially, being a 'modular' sofa that can be arranged by combining sizes and shapes as desired according to moving or plans for children seems to have increased consumer satisfaction."

Hanssem's 'Sleeping Code' Mattress... Convenience and Durability Lead to 23,000 Units Sold

Products that enhance consumer satisfaction inevitably become bestsellers. This year's bestseller at Hanssem is the 'Sleeping Code' mattress. About 21,000 units were sold through October this year, and since its launch in September last year, total sales have reached approximately 23,000 units.

Hanssem 'Sleeping Code' Mattress
Photo by Hanssem

When using an electric or hot water mat on a mattress, it was inconvenient that the mat would slip off the bed after sleeping, requiring adjustment each time. However, the Sleeping Code mattress features a zipper type that connects the mattress's lower 'spring part,' middle 'topper,' and upper 'heating pad,' making it easy to use the heating function without slipping even when tossing and turning.

Moreover, it has excellent durability, having passed 100,000 quality tests, offers a 10-year warranty on mattress springs, and includes a 90-day free trial event, which contributed to its rapid sales.

Increased Time at Home Boosts Design, Functionality, and Focus, Raising Consumer Satisfaction and Sales

Hyundai Livart's bestseller, the 'Gadium Recliner' sofa, also captured consumers' hearts by using leather from the famous Italian leather company 'Leonika' and applying the 'Zero Wall Inclining' function, which unlike typical recliner sofas, does not require extra space between the sofa back and the wall.

Illoom's bestseller is the junior student room series 'Linky Plus.' Since its launch in 2014, about 430,000 sets have been sold. It is a product meticulously designed down to the smallest detail in materials and finishing for elementary school children.

It consists of various items such as a smart desk and motion desk with adjustable height and angle of the desktop, storage bookshelves that can hold toys and study books together, and a mirror cabinet for children interested in their appearance. Safety is also carefully considered by applying foaming bumper material to the corners.

A furniture industry insider analyzed, "The high sales proportion of sofas and mattresses reflects the psychology of wanting to replace living room sofas and bedroom mattresses?the places where people spend the most time?with comfortable and good products as time spent at home increased due to COVID-19." They added, "By allowing consumers to choose detailed aspects such as design and functionality, which they previously could not select, according to their preferences, consumer satisfaction has increased, leading to bestsellers in furniture as well."

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