Starting a Business Leveraging Experience as an E-commerce Product Planner
Reducing Costs and Prices through Online-Only Sales
"Is it possible to custom order a bed frame as well?"
Jung Ho-young, CEO of Slipper, which is gaining attention for its customized beds without price inflation, started his business with this question. Mattress sizes vary by brand, but the frame sizes sold in the market are standardized, and even if you find a frame that fits you, the design or color often doesn't satisfy you. Therefore, CEO Jung chose bed frames and mattresses that can be custom-made one-on-one according to individual sleep habits and preferences as his business items.
Before founding the company in 2019, CEO Jung worked as a product planner (MD) for a total of 10 years at TMON and Coupang. He also managed the sales organization when Coupang Eats service launched. He was able to give up a stable job and take on the challenge of starting a business because he had been trained in running a business. He said, "I worked like a pioneer, directly facing challenges from selecting items to making business plans on site," adding, "I gained experience running a business without using my own money."
Although e-commerce and the furniture industry are completely different fields, the principles were similar. CEO Jung said, "In any industry, you just need to sell good products at low prices with good packaging. This fundamental principle does not change much." He analyzed, "In the future, the furniture market will be segmented according to individual preferences," and "The current consumer trend is characterized by pursuing something different from others and maximizing one's presence."
The advantage of Slipper's products is that detailed custom orders are possible. Customers can choose the size, color, design, and fabric they want to match the frame. The types of fabric are also diverse, including fabric, leather, suede, and more. Because of this, it is no exaggeration to say that the number of possible product variations is 'infinite.' On weekends, reservations to visit the showroom in Yeoksam-dong, Seoul, are fully booked due to high demand.
Another feature is eliminating price inflation through online-only sales. Costs were reduced by not having offline dealerships. The bed frames are 100% handcrafted by artisans. CEO Jung said, "In the past four months, we sold about 1,000 frames, and there has been only one refund, showing how thoroughly we inspect them." He expressed his ambition, saying, "Our goal is to become the custom bed frame specialist company with the most bed designs in Korea within three years, where anyone can purchase a bed with their desired design at a reasonable price."
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