Furniture Industry Ahead of New Semester... Competing with 'Differentiation' Strategy

'JoyS 2' Height Adjustable Considering Growth
'NewAbil' Offers 40 Module Options for Learning

Ahead of the peak season for the furniture industry in March, the new school semester season, each company has prepared differentiated strategies for selling ‘children’s furniture.’ The focus is on furniture that is convenient for children to use and safer. They are attracting consumers' attention by launching new products with multiple module options or upgrading the durability of existing products.

Hanssem's 'JoyS 2' White 6-tier Desk [Photo by Hanssem]

According to Hanssem on the 22nd, after launching the new product ‘Joy S 2’ on December 15 last year, total sales of furniture for elementary school students increased by 44% compared to the same period last year within a month. During the same period, contract amounts increased by 64%. Due to the nature of the furniture industry, sales are reflected when the furniture is delivered to the consumer. Contracts indicate the consumer’s intention to purchase furniture.

Hanssem’s ‘Joy’ series, first launched in 2012, has steadily gained popularity through upgrades such as ‘Joy S’ in 2018. In particular, the Joy S 2 desk allows adjustment of height and angle considering different body types and children’s growth rates. It can be used from elementary school students to teenagers.

They have also introduced accessories such as the ‘Flap Door,’ a door connected to the bookshelf, and the ‘Grab It,’ which can hold tablets and books, increasing cases where bundled products are purchased simultaneously. Along with this, a new campaign called ‘Children Grow at the Desk’ has been underway since last month. Through this, various ways to use Joy S 2 are introduced, such as ‘how to sit with correct posture’ and ‘how to organize the area around the desk.’

Shinsegae Casa has released products characterized by the ability to design space by increasing storage or adding bookshelves as the child grows. These are the ‘Noel’ series and the modular furniture ‘New Avil’ series, launched this month. Noel can be used from students to adults. It consists of the ‘Bedroom’ line and the ‘Home Office’ line, with recessed drawer handles applied to enhance safety.

New Avil offers a total of 40 module options for study and storage, allowing free expansion or modification. The desks are equipped with USB ports and power outlets for convenient use of electronic devices such as laptops and tablets. In addition to the study space, beds, wardrobes, and drawers were also introduced to efficiently decorate the entire child’s room.

Hyundai Livart’s ‘Comme Kids’ line, renewed last June, made all corners of the ‘children’s desk and chair set’ rounded for safety. The desk width was designed to be 120mm to ensure comfort even when used with a private tutor. The ‘sliding front bookshelf’ has a stopper installed on the bottom rail to reduce the possibility of pinching accidents. All products use ‘E0 grade’ eco-friendly wood, which is similar to the natural state.

An industry insider said, "With the new school semester season approaching, the number of customers looking for new children’s furniture is increasing," adding, "Especially recently, there is a noticeable trend of not sparing expenses when decorating children’s rooms."

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