Grab the 3 Trillion 'Sleep Market'... Cross-Industry Companies Join Forces

Simmons-Carrot, Kyungdong Navien-Allerman, and Others
Join Hands Across Different Industries to Seek Synergy Effects

Companies from completely different industries are forming alliances to target the sleep market worth 3 trillion won. Bed company Simmons partnered with the secondhand trading community Danggeun, while boiler company Kyungdong Navien sells products at bedding company Allermand stores. The strategy is to enhance competitiveness through synergy with companies from different sectors.

According to Simmons on the 10th, the 'Danggeun Part-time Job × Simmons Winter Sleep Part-time Job' recruitment page, announced earlier this year, surpassed 140,000 views within a week of posting. The offer of "300 million won for sleeping for one hour" attracted attention, and recruiting through Danggeun, which has 18 million users, increased visibility. Danggeun had previously gained attention by promoting unique part-time jobs such as feeding Everland’s panda ‘Poohbao’.

This part-time job recruitment was organized to raise awareness of the importance of sleep health for the new year. The event will be held on the 3rd of next month at Simmons Terrace, Simmons’ complex cultural space located in Icheon, Gyeonggi Province. After discussing sleep preferences with Simmons sleep experts, participants can choose a mattress that suits them from Simmons mattresses. Then, if they sleep for one hour, they receive a part-time job payment of 3 million won.

Simmons is participating in the 'Bespoke Moving Club,' a joint promotion of moving-related brands led by Samsung Electronics. When preparing to move, customers can purchase Simmons bedding as a package with Samsung home appliances and moving services at a discounted price. A Simmons gallery in the form of a ‘shop-in-shop’ is also operated at the Samsung Store Ulsan branch.

Kyungdong Navien collaborates with bedding companies. Until the 29th of next month, the ‘Navien Sleep Mat Hot Water’ will be exhibited at 240 Allermand stores. This is to make it easier for consumers to experience and purchase hot water mats. The Navien Sleep Mat is a product that can adjust the optimal sleep temperature according to each individual’s constitution. A Kyungdong Navien official said, “This is the first time we have entered bedding stores,” adding, “Since the hot water mat is a plug-in product, it is very helpful in strengthening customer contact points.”

In October last year, Kyungdong Navien also signed a business agreement with AI sleep analysis platform company A-Sleep to secure new sleep technologies. A-Sleep provides a service that analyzes sleep quality by measuring breathing sounds during sleep using a microphone built into smartphones. Going forward, they plan to combine A-Sleep’s sleep monitoring technology with Kyungdong Navien’s temperature control technology to offer solutions that help improve sleep quality.

The reason companies from different industries are joining hands like this is due to the rapidly growing sleep market. According to statistics from the Korea Sleep Industry Association, the domestic sleep market expanded sixfold from 480 billion won in 2011 to 3 trillion won in 2021. An industry insider explained, “This is an attempt by heterogeneous companies to increase market share by raising visibility, expanding customer contact points, and enhancing synergy.”

Kyungdong Navien Hot Water Mat New Product EQM591
Photo by Kyungdong Navien

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