Overseas Premium Furniture Collection 'Casamia Select' Achieves 300% Sales Growth in Q3 This Year
The Campo Sofa Premium Series by Shinsegae Casa, which sparked a domestic fabric modular sofa craze, recorded its highest sales in October. Casamia has secured its position in the premium living market with a premium strategy since joining the Shinsegae Group. A living room featuring the Campo Sofa. [Photo by Shinsegae Casa]
[Asia Economy Reporter Kim Jong-hwa] Shinsegae Group's leading living & lifestyle company, Shinsegae Casa Co., Ltd., announced on the 2nd that its premium product line recorded the highest sales growth, driven by its premiumization strategy and the revitalization of the domestic premium furniture market.
The premium series Campo Lux and Campo Suite of Casamia's 'Campo' sofa, which sparked the domestic fabric modular sofa craze, along with carefully selected overseas premium collections featured in 'Casamia Select,' led the sales of Shinsegae Casa's premium line.
In particular, the Campo sofa has been consistently loved for its comfortable seating, modern design, and modular functionality that allows flexible arrangement. Sales from January to October this year surged by an impressive 210% compared to the previous year. Among them, last month's sales of the premium series Campo Lux and Campo Suite showed a 72% increase compared to the average sales, achieving the highest sales since their launch. Depending on the configuration, the Campo premium series sofas can reach up to 10 million KRW in price.
Casamia Select's overall recent (3rd quarter) sales also achieved about a 300% increase compared to the sales in the first quarter of this year, when the lineup was fully expanded. Italian premium furniture brand 'Corium,' Danish modern furniture brand 'Innovation Living,' and the U.S. premium ergonomic office furniture brand 'Humanscale' all recorded their highest sales since the launch of Casamia Select in October.
Additionally, the sales of the Swedish luxury bed brand 'Carpe Diem Bed,' exclusively imported and sold by Shinsegae Casa for the first time in Asia, supported the rising premium furniture consumption trend by ranking first in total sales in the Prestige Bed category at the Shinsegae Department Store Gangnam branch living hall in September. Furthermore, Shinsegae Casa's representative premium furniture lines such as La Maison and Designers Collection also showed sales growth compared to the same period last year, proving the success of the premiumization strategy.
Buoyed by the popularity of these premium products, Shinsegae Casa is actively expanding the product lineup of its premium collections as well as enhancing product premiumization. The Campo series has diversified its color and modular configurations to broaden choices, while Casamia Select has expanded existing brand items and newly introduced products from new brands such as the German leading furniture brand 'Wilde Spiess.'
A Shinsegae Casa official stated, "Recently, people no longer see their homes simply as living spaces but as places to express their individuality, leading to steadily increasing demand for premium furniture. We plan to continue introducing various premium products with upgraded design and quality to satisfy the heightened consumer standards."
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