What Is the Secret to Furniture Thriving Even in a Recession?

Shinsegae Casa 'Campo' Best Value
Hanssem 'Euro 503' Item Respecting Personal Taste
Hyundai Livart 'Giorgetti' Stimulates Collecting Desire

Shinsegae Casa 'Campo' Classic.
Photo by Shinsegae Casa

[Asia Economy Reporter Kim Jonghwa] What is the secret behind the steady success of furniture even during a recession? Shinsegae Casa’s bestseller ‘Campo’ sofa is chosen by many consumers for its cost-effectiveness, Hanssem’s best-selling product ‘Euro 503’ bed is favored for its customization to personal tastes, and Hyundai Livart’s ‘Giorgetti’ attracts buyers by sparking a desire for collection.

Shinsegae Casa’s Campo sofa saw sales grow by 212% last year and continued to grow by 185% in the first half of this year. As of the end of July, over 40,000 sets have been sold, and sales increased by 101% compared to the previous year just last month, showing continued growth. The best-selling model is the Campo Classic 4-seater (2 modules, 1 armless) combination, priced around 3.7 million KRW.

Although the Campo sofa uses fabric instead of leather, it stands out for its ease of maintenance and durability compared to leather, highlighting its ‘cost-effectiveness.’ It features semi-permanent waterproof and stain-resistant functions, maintaining the soft texture and color advantages of fabric while significantly improving the drawbacks of traditional fabric materials. The seating area is also widened, and high-quality fillings such as duck down are used for comfortable seating. Additionally, it is a ‘modular’ sofa that can be configured in various ways according to the family’s lifestyle or the shape and size of the space, enhancing customer satisfaction.

A Shinsegae Casa representative explained, "Since its launch in 2019, the Campo sofa has firmly held its bestseller position, selling one unit every 10 minutes," adding, "Compared to leather sofas, it does not fall short in quality, and the ability to freely arrange the sofa according to the space is the secret to its popularity among customers."

Euro 503 Bed.
[Photo by Hanssem]

Hanssem’s ‘Euro 503’ bed, launched in September 2020, is a best-selling product with 1,300 sets sold monthly. The Euro 503 bed satisfies the desire to stay comfortably at home like a hotel, as time spent at home increased due to COVID-19, making it a ‘hotel-style’ bed for rest spaces.

The Euro 503 bed features panels that allow one wall of the bedroom to be decorated like a hotel interior art wall. Various sizes of modules can be selected to create a hotel-style interior tailored to the bedroom. Depending on personal preference, indirect lighting on the bed headboard and on both sides of the bed can create the bedroom atmosphere, and the multi-panel on both sides of the bed allows easy control of power, brightness, timer, and more.

A Hanssem representative said, "At the early stage when hotel-style beds began gaining popularity, we targeted the market with products differentiated from the top-tier products of specialized bed companies," adding, "The ability to create a bedroom atmosphere according to the customer’s taste seems to have been effective."

The Giorgetti Move, a classic rocking chair reinterpreted in a modern way.
[Photo by Hyundai Livart]

Hyundai Livart’s ‘Giorgetti’ is a product aimed at the high-end furniture market and has achieved success. Within one year of its launch, it became a representative product in the domestic high-end furniture market. Giorgetti’s flagship model ‘Move,’ priced at about 34 million KRW, continues to receive around 50 purchase inquiries monthly from luxury homes, hotels, cafes, and more.

Giorgetti’s entire manufacturing process, from design to production, is carried out in Italy, where artisans trained in Giorgetti’s manufacturing know-how handle all processes including material cutting, processing, and finishing. It is produced 100% made-to-order, requiring at least three months or more after ordering.

A Hyundai Livart representative analyzed, "Within less than a year of its launch, Giorgetti became a representative product in the domestic ultra-high-end furniture market," adding, "Due to its rarity, it stimulates a desire for collection among individuals and is also recognized as a key item expressing the identity of spaces such as hotels, gaining positive responses from customers."

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