Hanssem Unveils 'MoveMe', a Recliner Specialty Brand

Hanssem's 'Bach 708 Goda Slim Recliner'.

Hanssem, a comprehensive home interior specialist company, announced on the 25th that it will launch the recliner specialty brand 'MoveMe' (MVME) and carry out marketing activities such as releasing a campaign video and promotions.

Hanssem first entered the domestic recliner market in 2013 with the launch of 'New Lorence.' In 2015, it introduced the 'Calia (CALIA Hanssem 201)' featuring the 'Zero-Wall' function that minimizes the gap with the wall, and in 2017, it launched the 'Chianti (CHIANTI)' equipped with electric head folding and posture memory functions. Last year, it launched the 'Gouda (GOUDA)' with lumbar support, a feature previously applied only in luxury sedans.

MoveMe is a brand planned by Hanssem to consistently communicate its recliner development know-how and technological capabilities to the market. The brand name was inspired by the phrase 'Sofa Moves Me,' referring to the sofa that moves me and my lifestyle. It also embodies the recliner’s inherent identity of implementing various functions through smooth movements. The plan is to change the market perception of recliners, which were considered 'furniture for rest' or 'large sofas.'

The campaign video released on the 24th naturally exposes MoveMe’s brand message through seven scenarios: a homebody freelancer, a couple raising three children, a startup office, an elderly couple, and the 20s and 30s generation enjoying meals on the sofa. Furthermore, it shows the MoveMe recliner adjusting to the most comfortable posture for all people engaging in different activities with smooth movements. Through this, it conveys a message about the happy and healthy daily life created by the sofa.

Hanssem launched MoveMe anticipating growth in the recliner market. Until now, recliners were mainly purchased by middle-aged and older customers living in spacious homes. However, recently, young customers such as newlyweds and single-person households living in smaller spaces have been increasingly purchasing them. These customers focus more on design and materials that express themselves rather than just functionality when buying products. Additionally, there is a high preference for branded products that offer differentiated value.

Accordingly, Hanssem plans to deliver a consistent message to the market through MoveMe, which gathers online and offline recliner products in one place. This is a strategy to raise awareness of Hanssem recliners and attract the interest of customers of all ages living various lifestyles. Moreover, Hanssem plans to develop new products that meet consumer needs, such as slim models with designs similar to regular sofas and single-person recliners. Through this, it aims to nurture MoveMe as a leading specialized brand in the market.

Kim Yoon-hee, head of Hanssem’s Home Furnishing Business Division, said, “MoveMe is a brand planned to promote the dynamism and versatility of recliners, which can be used for reading, leisure, work, and playing with children,” adding, “We will actively carry out brand marketing and continuously introduce products that consumers want, nurturing the brand to satisfy diverse consumer needs.”

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