[Asia Economy Reporter Seungjin Lee] As the spread of the novel coronavirus infection (COVID-19) has increased the time spent at home, interest in small-sized furniture has also risen.
Shinsegae Department Store announced on the 4th that sales in the lifestyle category grew by 28.9% compared to the previous year during the month of May. Despite May being the season for preparing wedding furniture, sales of beds increased by 32.9%, and general furniture such as recliners recorded a high growth rate of 66.1%.
Sales in other lifestyle categories related to 'second furniture' such as single sofas and single beds are also increasing. Bedding items related to the strong sales of mattresses recorded a 9.3% growth rate during May.
Tableware also showed a growth rate of 26.1% due to customers looking for tableware that matches new tables. Premium dishware brands such as Royal Copenhagen and Wedgwood recorded a high growth rate of 48.2%, driving the overall growth in the lifestyle category.
As time spent at home lengthens, interior goods that can refresh the atmosphere inside the house are also gaining popularity. Last month, sales in the living accessories category, including flowerpots and picture frames, rose by up to 44.5% compared to the same period last year, and imported furniture brands featuring recliners and interior lighting recorded 56.3% growth.
In response, Shinsegae Department Store has prepared various contents targeting home decorators. First, the Living Specialty Hall at Yeongdeungpo Branch will present a special pop-up event tailored to the demand for second furniture.
On the 5th floor of the Living Specialty Hall, a pop-up store of 'UNDI,' famous for recliners and leather sofas, will be open until the 18th. Customers who purchase over 2 to 3 million KRW can receive a round rug or cushion, and a 30-45% discount is available on displayed products.
From the 5th to the 25th, a special pop-up store celebrating Simmons' 150th anniversary can be found at the 9th-floor event hall of the Gangnam Branch. Customers can input their sleep patterns into a kiosk to receive personalized mattress recommendations, and a VR zone where visitors can experience Simmons' mattress production system through VR is specially prepared.
Special discount benefits are also available at Casamia stores in all Shinsegae Department Store branches. Until June 11th, customers can receive 30% and 20% discounts on bed and mattress sets and dining table sets, respectively.
An event for customers interested in premium tableware has also been prepared. From the 5th to the 11th, the 'Yadro Invitation Exhibition,' a luxury ceramic brand, will be held at the 9th-floor event hall of Shinsegae Gangnam Branch.
During the event, global ceramic company Yadro will showcase various 'Guest' series and more than 60 large-scale works by Yadro that have not been seen in stores.
Park Sung-joo, head of the lifestyle team at Shinsegae Department Store, said, “We have planned various lifestyle category events targeting the recently changed lifestyles of customers. We will strive to plan customized content and create a safe shopping environment.”
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