Introducing Products Targeted at Young Consumers
On July 2, Shinsegae Casa announced that it will introduce a new series of mattresses and bed frames exclusively for online channels, aiming to attract MZ generation customers to its premium sleep brand, Materasso.
Targeting 'young consumers' who value practicality and emotional appeal, Shinsegae Casa plans to enhance brand accessibility by offering online-exclusive products that feature Materasso's eco-friendly materials, sophisticated design, and reasonable prices.
First, the company is launching an online-exclusive line of the Materasso eco-friendly mattress 'Forest Collection,' which was released a year ago. The products are priced from the 600,000 KRW range to the low 1,000,000 KRW range. The firmness has been subdivided to match the preferences of Korean consumers for medium and hard types, and is available in three options: Verbena (medium hard), Lily (hard), and Daisy (super hard).
The fabric bed frame series 'Ob' will also be newly introduced through online channels. It comes in two colors, ivory and gray, allowing customers to choose according to their mood and preference. The headboard features cushioning with high-density foam and microfiber blend filling, while the entire frame is covered with water-repellent and stain-resistant fabric for easier maintenance.
The three online-exclusive mattresses from the Materasso Forest Collection and the Ob bed frame series will first be available on Shinsegae Casa's online shopping platform, Good.com. The company also plans to expand sales through additional online channels such as Naver and Today's House.
In particular, the 'Lily' mattress will be sold exclusively through Today's House, and special launch promotions are planned to be introduced on this platform in the future.
A Shinsegae Casa representative stated, "We have launched online-exclusive products that allow young consumers, who prioritize value for money, quality, and purchasing accessibility, to experience Materasso's differentiated eco-friendly materials and sophisticated design at reasonable prices," adding, "We will continue to flexibly expand brand touchpoints in line with evolving consumer trends and customer demands."
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