As Sleep Time Shrinks, the Furniture Industry Scales Up Its Premium Mattress Push Amid Downturn

"Sleeponomics" Trend Drives Demand for Quality Sleep
Furniture Industry Targets Consumer Sentiment with High-End Mattress Strategies
Multipurpose Bedrooms and First Decline in Sleep Time in 25 Years Also Play a Role

The struggling furniture industry is seeking a breakthrough in the premium mattress market. As more consumers crave high-quality sleep and the market rapidly expands, companies are entering fierce competition by highlighting proprietary technologies and care services. In particular, as bedrooms are increasingly used for multiple purposes such as work and reading, demand has risen for products that combine comfort, functionality, and design.

According to industry sources on September 10, the premium mattress market has emerged as a new battleground for the furniture sector amid the economic downturn. The recent spread of the "Sleeponomics" trend, which aims to boost daily productivity through healthy sleep, has led consumers to actively invest in sleep monitoring devices and functional bedding.

Hanssem recently relaunched its entire lineup of premium mattresses under the "Four Season" brand. The company applied its proprietary "Black T Spring" technology across all models to enhance support and shock absorption, and introduced the "Hue System," which keeps internal mattress humidity at 50-60% for improved comfort. Product names have been simplified to "Hard," "Medium," and "Soft" to clearly indicate firmness and make selection easier for customers.

Shinsegae Casa introduced a premium mattress care service in July. Customers who purchase the 10 million won "Materasso Heritage Collection" and "Materasso Forest Collection" mattresses are eligible for up to two free care services within two years, starting three months after purchase. Last month, Shinsegae Casa opened its second exclusive Materasso showroom in Ulsan, accelerating its expansion into regional hubs.

Coway is targeting the premium market with its "Birex Smart Mattress," which features "Sleep Tech" technology for optimal rest. Instead of springs, the mattress uses air pressure-adjustable sleep cells, allowing for customized firmness and body pressure distribution. Sales in the first half of this year increased by more than 80% compared to the same period last year.

As the functions and roles of the bedroom diversify, industry competition is expected to intensify. An industry insider stated, "As activities such as work, reading, and watching videos increasingly take place in bed, demand will grow for 'three-in-one' products that deliver comfort, functionality, and design satisfaction even with extended use." According to global market research firm Grand View Research, the Korean mattress market is projected to grow from 303.7 million dollars (421.7 billion won) last year to 427.2 million dollars (593 billion won) by 2030.

This outlook is underpinned by the trend of decreasing sleep duration and rising interest in "quality short sleep." According to Statistics Korea's "2024 Time Use Survey," the average daily sleep time for Koreans aged 10 and older was 8 hours and 4 minutes last year, down 8 minutes from five years ago-the first decline since the survey began in 1999. Notably, the proportion of "people with sleep difficulties" rose to 11.9%, up from 7.3% five years ago, with increases seen across all age groups.

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