Consumer Mattress Choices Show Clear Preference for 'Premium and Big Size'

Changes in Mattress Consumer Trends Seen Through Sealy Bed's Premium Mattress 'Exquisite' One Year After Launch
Sales in the Winter Off-Season (January-February) Exceed Wedding Peak Season (September-October) by Over 60%

Sealy Bed's 'Exquisite', which marked its 1-year anniversary since its launch last February.
[Photo by Sealy Bed]

[Asia Economy Reporter Kim Jong-hwa] As the COVID-19 pandemic prolongs, consumer demand for luxury furniture and home appliances is increasing, and the preference for premium mattresses is also confirmed to be rising in numbers.

Global premium mattress brand Sealy Korea announced on the 19th that sales of its premium line 'Exquisite,' which marked its first anniversary, doubled in February this year compared to the same month last year. Additionally, the combined sales for January and February, typically considered the mattress off-season, were 60% higher than the combined sales in September and October last year, which is the peak wedding season.

The trend of preferring big sizes was also prominent. Among customers who purchased Exquisite, 75% bought the CK (California King) size, which is larger in both width and length than the Q (Queen) size, while 25% purchased the Q (Queen) size. Since consumers buying premium mattresses are less price-sensitive, this indicates a preference for big-size beds that provide comfortable sleep in any posture.

It is also noteworthy that Exquisite is popular as a wedding bed for couples preparing for marriage. An analysis of 12 major department stores and outlet stores nationwide in November last year revealed that one in three Exquisite buyers was a newlywed couple. Amid the trend of downsizing wedding ceremonies and investing the saved costs into premium wedding goods, more people are choosing premium mattresses, which they spend the most time on.

Exquisite, meaning 'the best' or 'beautiful,' features Sealy’s finest springs and top-tier side support to provide a sleep environment befitting 'Exquisite Sleeping.'

As a premium line created by concentrating Sealy’s innovative technology to offer the essence of a bed?sound sleep?it is equipped with the patented ReST II Ti titanium springs from the U.S., ensuring strong durability. It provides appropriate support for each body part and responds subtly to even the slightest body movements, promoting more comfortable sleep. Its elegant and sophisticated gray-tone design also allows for a classy bedroom interior.

Sealy Korea analyzes that the growing popularity of Exquisite is due to its combination of high-end mattress quality and relatively reasonable pricing, which has started to spread by word of mouth.

A Sealy representative said, "We are very pleased that more consumers are experiencing Exquisite Sleeping through Exquisite," adding, "We plan to continuously introduce high-end models that embody Sealy’s 140-year heritage, Posturepedic technology, and premium value to the domestic market."

Celebrating its 140th anniversary this year, Sealy has evolved its Posture+Orthopedic sleep solution, a spinal support-optimized spring system developed in collaboration with orthopedic doctors in 1950, over the past 70 years. As of 2021, it operates over 100 dealerships, department stores, and outlet stores, and related news can be found on its official website, SNS, and KakaoTalk Plus Friend channels.

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