Coway Launches New Sleep and Healing Care Brand 'Birex'

Applied to Various Product Lines Centered on Smart Mattresses

[Asia Economy Reporter Kim Cheol-hyun] Coway (CEO Lee Hae-seon and Seo Jang-won) announced on the 28th that it will launch a new integrated brand, 'BEREX,' encompassing mattress and massage chair product lines.

BEREX is an abbreviation of 'Bed & Relax,' reflecting the recognition of the fundamental values of life?sleep and rest?and conveying a commitment to delivering value beyond mere relaxation.

Coway plans to lead trends in the sleep and healing care business and drive corporate growth simultaneously by integrating mattresses and massage chairs, which share the common feature of enhancing the quality of rest, under a single brand.

Going forward, Coway intends to apply the BEREX brand to a variety of mattress and massage chair products, focusing on smart mattresses equipped with new materials and technologies. To promote the BEREX brand and products to customers, Coway has launched an official brand page within the Coway Mall and plans to continuously provide diverse information and content about BEREX. Additionally, customers will be able to directly experience BEREX brand products by visiting the experiential offline store, 'Coway Gallery.'

A Coway representative stated, "The company is making significant efforts to continuously launch innovative products under the BEREX brand," adding, "We will open a new era of sleep and healing care appliances by leading with the BEREX brand, which is more faithful to the essential value of optimal rest."

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