Expansion of Hotel Target Product Supply
Following Air Purifiers and Water Purifiers, Furniture-Type Massage Chairs Also Included
Coway is accelerating its B2B (business-to-business) sales expansion targeting hotels. Following a series of successful water purifier supply contracts aimed at hotels seeking to reduce disposable products, the sleep and healing care brand 'BEREX,' recognized as a new growth engine, is also knocking on hotel doors.
On the 23rd, Coway announced that it introduced BEREX partnership rooms at Lotte Hotel Seoul and L7 Haeundae in collaboration with Lotte Hotel & Resort. BEREX is an integrated brand encompassing Coway's mattresses and massage chair products, first launched in December 2022. The BEREX product installed in the rooms through cooperation with Lotte Hotel & Resort is the massage chair 'Pebble Chair.' Additionally, Coway's flagship air purifier product, the Noble Air Purifier 2, was added to create the 'BEREX partnership rooms.' Coway prepared 5 rooms at Lotte Hotel Seoul Executive Tower and 8 rooms at L7 Haeundae.
Industry insiders are paying attention to this partnership as the first case of BEREX product installation in hotels. Since last year, Coway has been focusing on B2B sales of air purifiers and water purifiers targeting hotels. Following the supply of 540 air purifiers to Paradise Hotel Busan in March last year, in February this year, 405 Nano Direct Water Mini purifiers were installed at Le Meridien & Moxy Seoul Myeongdong Hotel. In March, 287 water purifiers were delivered to all rooms at Courtyard Marriott Seoul Times Square.
This is the result of actively proposing solutions to meet hotels' needs to reduce disposable products and expand ESG (environment, social, and governance) management amid revisions to the Resource Recycling Act. In particular, for water purifiers, Coway actively provided solutions to difficulties in product installation in hotel rooms, issues affecting room interior design, and hygienic management of purifiers. Coway explained that it proposed customized solutions desired by hotels through differentiated strategies such as providing care services based on a separate specialized organization managing B2B customers.
The company believes that if this competitiveness extends to product lines such as mattresses and massage chairs, considering the number of hotel rooms, it could lead to large-scale contracts. The Pebble Chair installed in hotel rooms this time is a trendy, furniture-style massage chair. Unlike conventional massage chairs that take up a lot of space and do not suit hotels, its stylish design naturally blends into hotel interiors. Moreover, it is equipped with Coway's patented technologies, the ‘Hot Stone Therapy Tool’ and ‘3D Massage Module,’ allowing powerful massage effects despite its reduced size.
Supported by the strong performance in B2B sales, Coway's earnings are also expected to rise. According to financial information firm FnGuide, Coway is projected to record sales of 1.0636 trillion KRW and operating profit of 207.1 billion KRW in the second quarter of this year. These figures represent increases of 5.7% and 6.6%, respectively, compared to the same period last year. A Coway official said, "Following our flagship products such as water purifiers, air purifiers, and bidets, demand for BEREX massage chairs is continuously increasing in the B2B market," adding, "We plan to strengthen our business competitiveness in the B2B market based on differentiated products and services centered on corporate customers going forward."
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