Shinsegae Casa Enters Ultra-Premium Mattress Market... Expands Materasso Lineup

Launching a Nearly 10 Million KRW Product in the First Half of the Year
Expanding Categories to Include Nightstands and Bed Benches

Shinsegae Casa is making a bold move into the ultra-luxury mattress market. The strategy is to enhance product competitiveness through the expansion of the sleep-specialized brand ‘Materasso’ lineup.

Shinsegae Casa's 'Materasso CloudH'. Provided by Shinsegae Casa

Shinsegae Casa announced on the 23rd that it plans to launch a high-performance mattress priced close to 10 million KRW in the first half of this year.

By adding a high-end product range to the existing lineup, the company aims to target that demand. This marks a departure from the previous Materasso mattresses, which catered to the semi-luxury market priced between 1 million and 3 million KRW. A Shinsegae Casa representative explained, “Reflecting the trend of increasing consumers willing to invest generously for a good night's sleep, global high-end beds priced from tens of millions to hundreds of millions of KRW are expanding their presence in the domestic market.” They are also developing additional product categories such as beds and bedding that can be matched with the high-priced mattresses.

The product categories will also be expanded from basic products like mattresses and beds to include nightstands and bed benches. The company is also considering expanding accessories that help create a comfortable sleep environment, such as sleep-inducing lamps and room sprays.

Furthermore, to increase consumer touchpoints, Shinsegae Casa will aggressively open new specialized stores. Currently, there are six Materasso stores nationwide, but the plan is to open 30 more stores within the year. Two stores in Galleria Department Store are already confirmed for the first quarter.

Shinsegae Casa will also focus on strengthening Materasso branding throughout the year. The brand identity will be established with differentiation points such as ‘eco-friendliness’ and ‘healthy materials from nature.’ The recently launched ‘Materasso Forest CloudH’ has obtained the Ministry of Environment’s eco-label certification for all products. The mattress incorporates ‘malchong’ (horsehair) extracted from horse tails, ‘natural latex’ known for its elasticity and flexibility, and ‘Support Hard Foam’ certified as vegan in Korea. The vegan certification means that no animal-derived ingredients or animal testing were used at any stage of manufacturing and production.

The sales target for this year is set at a 50% increase compared to the previous year. Last year, Materasso sales grew by about 30% compared to 2023. A Shinsegae Casa representative emphasized, “As the sleep market becomes more sophisticated, Materasso has strengthened product competitiveness from eco-friendly mattresses to customized beds with a customer-centric perspective. This year, we will solidify our position in the sleep market through product lineup expansion and increased customer touchpoints.”