"Not Skimping on Sleep"…Newlyweds Buying Premium Beds Priced Over 5 Million Won

Newlyweds Willing to Spend on Premium Beds
Simmons Beautyrest Giselle KK Sales Up 40%
Top-Tier Black Series Beds Also Growing 20% Annually
Sleep Quality in Focus as "Together Yet Separate" Twin Beds Gain Popularity

As the number of marriages increases and a culture that values sleep quality takes hold, the premium bed market is growing rapidly. This is seen as the result of more newlyweds willingly spending money on beds that are directly connected to everyday life, even if they cut back on wedding ceremony expenses.

According to the furniture industry on February 11, sales of Simmons' premium bed lineup, the Beautyrest Giselle in KK size, grew 40% year-on-year. Giselle is a model selected as a basic specification by luxury hotels, and despite its high price in the upper 5 million won range for the KK size, it continues to post steady sales.

Simmons Beautyrest Giselle. Simmons

The top-tier lineup, the Beautyrest Black series, which is priced at around the 10 million won range, has continued to record annual sales growth of 20% since its launch in 2016. Beautyrest is often referred to as synonymous with wedding beds. Since 2024, Simmons has applied vanadium (VANADIUM) material to high-carbon steel wire rods produced by POSCO to enhance durability and support.

Newlyweds are increasingly choosing a "selection and concentration" strategy, cutting back on wedding ceremony costs while allocating their budget to high-end furniture closely tied to daily life, such as beds. Unlike in the past when queen-size beds dominated, demand is also rising for extra-wide beds in king size or larger.

A Simmons official said, "As interest in sound sleep continues to rise, demand from engaged couples looking for a proper wedding bed will only increase further."

Hauti, Simmons' Twin Super Single-size bed. Simmons

Amid this trend, "twin bedding," which can be used together yet separately, is also drawing attention. It involves furnishing the bedroom with two single mattresses tailored to each person's bed preference. Last month, Simmons launched the "Hauti" frame, which allows two super single-size mattresses to be placed on a single frame.

Twin bedding offers the advantage of allowing users to adjust mattress firmness, such as soft or hard, according to individual preferences, while also making efficient use of space. In line with the trend of styling the master bedroom like a hotel room, the headboard has been designed in an art-wall format.

Ace Bed is also seeing growth in twin bedding sales. Among Ace Bed's newlywed customers, the share of those who chose single beds increased from 11.7% in 2024 to 13.3% last year.

Ace Bed's Twin Bedding Novella. Ace Bed

In December last year, Ace Bed launched "Novella," a modular frame with a hotel-style design. The super single-size frame can be used in a twin configuration. "Olivo," released last month, also debuted as a super single bed, but two units can be placed side by side and used as a wide 2,200 mm setup.

An Ace Bed official explained, "The increase in twin bedding sales is the result of a lifestyle trend that favors an independent sleep environment, including choosing a mattress that matches each individual's body type and sleep habits."

With the number of marriages continuing to rise, companies are expected to further strengthen their marketing to capture this demand. According to the national data office, the cumulative number of marriages in Korea from January to November last year was 214,843, up 7.5% from 199,893 in the previous year. The figure has been on an upward trend for 20 consecutive months since April 2024.