Selected Yuseong Oncheon Station Area, Known for Furniture Store Clusters
Store Focused on Brand Philosophy and Customer Experience
"We Will Gradually Expand Specialty Stores"
Shinsegae Casa announced on May 27 that its premium sleep brand "Materasso" has opened its first standalone store, "Materasso Daejeon Branch," in Yuseong-gu, Daejeon.
This new location is the first independent Materasso store, moving beyond the previous shop-in-shop format. Daejeon was chosen as the site due to the recent increase in new housing units, which has driven up demand for interior goods. The company also took into account the rising sales at Shinsegae Casa's Casamia store and Materasso shop-in-shop locations in the Daejeon area. In particular, mattress sales increased by 70% compared to the previous year.
The area near Yuseong Oncheon Station, where the Materasso Daejeon Branch is located, is considered a key commercial district densely populated with furniture stores and serves as a hub for new residents and significant foot traffic.
Materasso plans to develop this new Daejeon specialty store not just as a place for product sales, but as an experiential space where customers can directly engage with the brand's philosophy on sleep.
The store spans approximately 330 square meters and fully embodies Materasso's philosophy of "nature-friendly deep sleep." The interior uses natural materials such as wood and a unified neutral color palette, along with calm lighting to visually express the brand identity. The layout is designed so that exhibition, hands-on experience, and consultation flow naturally together.
The full range of mattresses from the Forest Collection, including CloudH and Bay, are on display, allowing customers to compare and test each product directly. On the second floor, a private experience zone has been created, featuring bedroom furniture from both Materasso and Casamia to simulate an actual bedroom setting.
To celebrate the opening of the Materasso Daejeon Branch, Shinsegae Casa is holding a discount promotion and special giveaway event until June 1. Customers who make purchases above a certain amount will receive Shinsegae gift certificates worth 4% of their total, depending on the purchase amount. In addition, those who visit the store for a quote or consultation will receive a Starbucks gifticon.
Popular Materasso bed frames such as "Moonbau" and "Dew" are available at discounts of up to 20% when purchased individually. Customers who purchase a combination of Materasso Forest Collection mattresses and Casamia furniture totaling at least 5 million won will receive gifts such as a side table worth 400,000 won.
A Shinsegae Casa representative stated, "The Materasso Daejeon Branch is the brand's first specialty store designed around our brand philosophy and customer experience," adding, "Going forward, we will gradually expand specialty stores where customers can experience our philosophy of nature-friendly deep sleep, focusing on regions where lifestyle changes and interest in sleep intersect."
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