Coway Strengthens Business with 'Birex'... Expands Massage Chair Line to Target Market

Introducing a Total of 3 Types of Massage Chairs This Year
Detailed Breakdown of Product Specifications, Features, Design, and Price

Coway is strengthening its business by leveraging its sleep and healing care brand ‘BEREX’ as a growth engine.

Coway Birex Pebble Chair Mystic Gray [Photo by Coway]

According to Coway on the 27th, the company introduced a total of three new massage chairs this year. This is interpreted as a move to focus on market penetration by expanding the massage chair lineup, which had fewer new product launches compared to its existing core environmental home appliances.

The new BEREX products break away from the standardized massage chair designs and are divided into compact massage chairs, furniture-type massage chairs, and bed-type massage devices. This broadens consumer choices and is evaluated as enhancing the competitiveness of massage chairs.

Coway operates a lineup of six massage chair products in total. It has segmented product specifications, functions, designs, and prices, including the healthcare-focused Hanbang Onhyeol and Spinal Heating massage chairs, the Signature massage chair, and the furniture-type massage chair ‘Pebble Chair’.

BEREX massage chair products have achieved remarkable results. Coway, which entered the massage chair market in 2011, saw sales of massage chairs more than triple from January to October last year after launching BEREX. The compact massage chair ‘Mine,’ introduced earlier this year, sold out its initial stock upon release and proceeded with pre-orders. The Pebble Chair, launched in August, also exceeded its sales target by more than double.

A Coway official explained, “In the past, massage chairs were considered exclusive to middle-aged and older adults as filial piety gifts for parents, and their large size and burdensome price made consumers hesitant to purchase them. BEREX massage chairs reflect these consumer needs with smaller sizes and highly practical designs, capturing the hearts of customers who hesitated to buy massage chairs and establishing themselves in the market as a specialized healing care brand.”

Coway Birex Smart Mattress and Massage Chair 'Mine'
[Photo by Coway]

Since last year, Coway has introduced a rental care service called ‘Product Cleaning & Leather Replacement Service’ for massage chairs, which were previously sold only as a lump sum. This considers that massage chairs, like mattresses, are difficult to replace once purchased and are not easy to maintain hygienically. The total care service, conducted every 12 months by Coway care experts, includes internal cleaning of the massage chair, UV care, and leather cleaning. The special change service, performed at the 36-month mark, provides free replacement of leather pads and covers.

A Coway official said, “The company is making great efforts to continuously launch innovative products under BEREX, including massage chairs. We will open a new era of healing care home 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.