What Is Driving the Rapid Growth of the Bed Business at the Leading Water Purifier Company?

Coway "berex" Records 365.4 Billion Won in Domestic Bed Sales Last Year
Leveraging Rental Expertise and Differentiated Technology to Penetrate the Market

"Based on 2025 figures, it is highly likely that we will achieve the No. 1 domestic market share in bed sales, and we expect continued growth. This is a step toward redefining Coway from an 'environmental home appliance company' into a 'life solution company'." This is what Coway CEO Seo Jangwon stated in his "CEO Shareholder Letter" on the 6th, following the announcement of last year's earnings.

Coway's main products had been considered water purifiers, air purifiers, and bidets, but since the launch of its sleep and healing care brand "BEREX" in 2020, beds and massage chairs have established themselves as new growth engines. The company has now come to challenge for the No. 1 position in beds, overtaking traditional leaders. Given that Coway's business is centered on rentals, it is difficult to compare it directly with traditional bed manufacturers, but many in the industry view this as significant in light of changing consumer trends. Coway plans to grow BEREX beds into a line of sleep-tech-based products that combine innovative technologies.

On the 9th, Coway announced that last year its domestic bed business segment recorded sales of 365.4 billion won, up 15.4% from the previous year. This surpasses traditional bed companies Ace Bed and Simmons, which have long vied for the top spot in the Korean bed market. Ace Bed and Simmons posted sales of 326 billion won and 329.5 billion won respectively in 2024. Although their results for last year have not yet been released, the industry believes it will be difficult for them to exceed Coway's figures, given past trends.

Coway entered the bed business in 2011, with a concept that allowed customers to rent beds and receive regular service. Unlike existing bed companies, it pursued a strategy targeting demand for maintenance and upkeep. In 2021, Coway acquired IOBED, securing its own research and development and production capabilities in the bed sector. This company is now Coway's subsidiary, BEREX Tech. By combining the management service know-how accumulated in the rental business with strengthened technological capabilities, Coway was able to introduce BEREX as a new brand in 2022. A Coway representative explained, "Since the launch of BEREX, sales growth has accelerated through strengthening our lineup around technologically differentiated products such as smart beds and through experiential marketing activities."

The key source of competitiveness that Coway cites for BEREX beds is "sleep tech." Its defining feature is the integration of technology into beds to practically improve customers' sleep environment. The company has launched a smart bed with nine levels of adjustable firmness and plans to continue introducing a technology-centered lineup that enables rest and recovery to take place simultaneously on the bed. A representative example is a massage bed that aids sleep and provides massage functions, which is scheduled for release next month. A stretching motion bed with technology that helps stretch the spine will also be introduced. A Coway representative said, "Based on innovative technology, we plan to continuously expand personalized sleep solutions optimized for each individual's sleep needs."