Simmons Bed Opens 'Simmons Hardware Store' in Jeonpo-dong, Busan

Active Community Engagement Through Brand: The Hit Phenomenon of the 'Bedless Popup Store'

Simmons Bed has opened the 'Simmons Hardware Store' in Jeonpo-dong, Busan, to commemorate the brand's 150th anniversary.
[Photo by Simmons]

[Asia Economy Reporter Kim Jonghwa] Simmons, a sleep specialist brand, has opened the 'Simmons Hardware Store,' a 'bedless popup store,' in Jeonpodong, Busan, to celebrate the brand's 150th anniversary.

The Simmons Hardware Store is a popup store with the concept of 'Socializing,' which breathes with the local community through the brand. Starting in April in Seongsu-dong, Seoul, it opened consecutively in June at the Apgujeong Galleria Department Store Luxury Hall and in July at Simmons Terrace in Icheon, Gyeonggi Province, attracting great attention among consumers as a bedless popup store.

Simmons plans to continue its socializing journey based on the local community by launching the fourth Simmons Hardware Store this year in Jeonpodong cafe street, which is rapidly emerging as a 'hip' hotspot in the Busan area.

In particular, this popup store added a special touch through collaboration with 'BALANSA (SOUNDSHOP BALANSA),' representing the subculture of the Busan local scene. BALANSA, which started in Busan in 2008, has represented the Busan area for 13 years and has been consistently loved among street fashion and subculture enthusiasts.

At the Busan Simmons Hardware Store, visitors can find limited edition items including turntable mats and LP square bags reflecting BALANSA’s identity as a sound shop, as well as various fashion items infused with street sensibility such as T-shirts, hats, jumpsuits, bags, bandanas, and stylish lifestyle items like deck stools.

Simmons Bed prioritizes visitor safety by strictly adhering to quarantine rules, including limiting the number of entrants, requiring electronic entry logs (QR codes), temperature checks, and mask-wearing upon entry. The Busan Simmons Hardware Store operates daily from 12 PM to 8 PM until Sunday, November 22.

Meanwhile, the Simmons Hardware Store has surpassed 40,000 cumulative visitors this month amid explosive consumer response. Additionally, with over 10,000 posts related to #SimmonsHardwareStore on SNS, it has established itself as an 'SNS sanctuary,' building a strong fandom centered on the MZ generation.