Shinsegae Casa Materasso: "Now Selling Atmosphere, Not Just Products"

New Heritage-Linked Products to Launch in September
Reflecting the Latest Trend of Emphasizing "Tone and Mood"
Will the Campo Effect Be Repeated... Performance Rebound Expected

Shinsegae Casa is accelerating its "space-centric" strategy by expanding the premium sleep brand "Materasso." The company aims to strengthen its portfolio by introducing a variety of bedroom furniture in connection with high-end mattresses, and is seeking a rebound in performance in the second half of the year.

According to industry sources on July 24, Shinsegae Casa will launch new luxury bedroom furniture in September, including bed frames, nightstands, and bed benches, in conjunction with the "Materasso Heritage" line. Heritage is an ultra-premium mattress in the 10 million won range, which was released on July 17.

Shinsegae Casa Materasso Gangnam Branch. Shinsegae Casa

With the launch of these related products, Shinsegae Casa plans to expand the Materasso brand, previously focused on mattresses, to encompass the entire bedroom space, evolving it into a "space-centric" brand. This movement can also be seen in other recently launched Materasso product lines. Earlier this month, the company released three online-exclusive models of the eco-friendly "Forest Collection" mattresses, simultaneously unveiling the "Aube" bed frame series that can be used together. Aube is available in two colors, ivory and gray, allowing consumers to choose according to their bedroom atmosphere and personal taste.

This strategy aligns with the recent trend in the premium furniture market, which emphasizes the overall tone and mood of a space. Last month, Hanssem opened its flagship store "Flagship Nonhyeon" in the furniture district of Nonhyeon-dong, Gangnam-gu, Seoul, adopting a "gallery-style" approach by displaying furniture by space, such as bedroom, living room, and study. This is a different configuration from the previous "model house" style, where various furniture pieces were grouped together in a showroom format. Shinsegae Casa also plans to focus its design capabilities on developing furniture that presents the bedroom not just as a place for sleep, but as a space with a unified sense of style and atmosphere.

Based on its space-centric strategy, Shinsegae Casa is aiming for a performance rebound in the second half of the year. Although the company achieved its first turnaround to profit last year, with sales of 269.5 billion won and an operating profit of 1 billion won, operating profit in the first quarter of this year fell to 100 million won, a 90% decrease compared to the same period last year. The company aims to maximize sales through brand expansion and portfolio strengthening, including Materasso.

Shinsegae Casa has already seen significant results from its brand expansion strategy. A representative example is the premium sofa brand "Campo," launched in 2019. Campo expanded its product lineup to include beds, dining furniture, pet sofas, and recliners, establishing itself as a brand that can create a unified mood across living rooms, bedrooms, and kitchens. The growth of Campo is cited as a key factor behind Shinsegae Casa's first turnaround to profit. This growth trend continues. According to Shinsegae Casa, the number of purchases in the first half of this year where customers bought Campo sofas along with other Campo furniture and accessories increased by 15% compared to the second half of last year.

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