Rising Popularity of 'Recliners' in Furniture and Massage Market... Increasing MZ Generation Share

Shinsegae Casa, Up to One Month Wait After Order
Hanssem Launches Recliner Brand 'MoveMe'

In the furniture and massage chair market, 'recliners' that allow free adjustment of the backrest and footrest angles are gaining popularity.

Shinsegae Casa Recliner Sofa 'Lugo'
[Photo by Shinsegae Casa]

According to Shinsegae Casa on the 21st, sales of the recliner sofas 'Lugo' and 'Asti' increased by 60% and 20%, respectively, compared to July last month. Sales of single-person recliner sofas also rose about 40% in the second quarter compared to the first quarter. The third quarter is showing sales levels similar to those of the second quarter.

Released at the end of June, Lugo and Asti require customers to wait up to a month after ordering. A Shinsegae Casa official analyzed, "As daily life returns to normal after COVID-19, more people regardless of age or gender want complete relaxation at home, which has expanded the consumer base of recliner sofas to younger generations."

Lugo features wide armrests as an advantage. It allows comfortable postures both when sitting and lying down. It is equipped with dual motors to achieve the perfect angle for the user's posture. The backrest, headrest, seat cushion, and legs can be finely adjusted. Asti applies a 'high-back' design where the back cushion supports from the waist to the head. The angles of the seat cushion and backrest can be adjusted up to 127 degrees.

In the case of Hanssem, sales of recliner sofas increased by 15% from June to August compared to the same period last year. The proportion of recliners in sofa sales also rose from 51% to 58% during the same period. A Hanssem official said, "The MZ generation (Millennials + Generation Z) showed strong response," adding, "Among recliner buyers who disclosed their age, more than half, 54%, were from the MZ generation."

Hanssem, which introduced multi-seat electric recliner sofas in 2013, launched the recliner brand 'MoveMe (MVME)' last May to showcase its development know-how and technological capabilities to the market. MoveMe's Goda Slim natural leather recliner for 3.5 persons features thinly designed armrests and legs. The headrest can be fully reclined, and it applies the lumbar support function used in luxury sedans.

Hanssem also conducted a campaign to increase interest among consumers of all ages living different lifestyles. MoveMe's brand message is shown through seven scenarios, including a homebody freelancer, a couple raising three children, elderly couples, and the 2030 generation enjoying meals on the sofa.

Coway's 'Birex Reclining Massage Bed'
[Photo by Coway]

The reclining function is also well-received in massage furniture. Coway's upgraded Virex massage bed product, the 'Virex Reclining Massage Bed,' won the Innovation Award in the Digital Health category at CES 2024. Coway explained that it was recognized for excellence by incorporating innovative technologies such as reclining that assists automatic upper body upright positioning and a user-customized massage system.

Scheduled for release next year, the Virex Reclining Massage Bed features massages tailored to the user's body. It performs a more precise scan of the user's spine length and curvature through an ergonomics-based spine curve scan. The 12-step massage system provides delicate massage functions customized to the user's physical characteristics.