[Exclusive] Morning Glory Enters Furniture Market...Unveils First Office Chairs

"We Will Fully Transition into a Lifestyle Brand"

Comprehensive stationery company Morning Glory has entered the office furniture market. As slowing growth in the stationery industry becomes entrenched due to the decline in the school-age population, the company is accelerating business diversification by launching its first series of office chairs this month, following its entry into the hygiene products market in 2024.

According to related industry sources on the 25th, Morning Glory has released its first office chair series, the "M301" and "M501," and has begun full-scale sales. The two products come in three colors: beige, gray, and black. Sales of the M301 began on Coupang on the 23rd, and the M501 is scheduled to go on sale from March 3. The entire series is being offered exclusively online. Morning Glory plans to expand its online sales channels, including Naver.

According to the Korea Institute of Science and Technology Information (KISTI), the domestic market for metal office chairs is expected to reach 551.5 billion won in 2025. As of 2023, Sidiz held the top position with a market share of about 40%, followed by Patra (9%) and Duoback (6%). In its report, KISTI analyzed that in the chair industry, online sales, which have a higher operating margin than offline stores, have a significant impact on performance. It is interpreted that these industry characteristics also influenced Morning Glory’s decision to launch products primarily online.

From the left: Morning Glory M501 (gray), M301 (black), M301 (beige). Morning Glory

A Morning Glory representative said, "This product line is the first furniture lineup introduced by Morning Glory," adding, "Since we are taking on a new field, we focused on achieving a high level of quality." The representative continued, "As the boundary between office and home chairs has recently become blurred, we designed the products with office workers and students who sit for long hours in mind." Using this chair launch as a starting point, Morning Glory plans to introduce additional furniture products such as tables and expand its portfolio into a product lineup that broadly covers learning and work environments.

The furniture industry has been taken aback by the news that a stationery company is entering the furniture market, which is currently in a downturn. An industry insider said, "Recently, there has been a trend of consumer goods companies expanding their business from products to entire 'spaces,'" and added, "Morning Glory also appears to be pursuing a strategy to extend its reach to the broader spaces where stationery is used." Another insider analyzed, "It seems to be targeting a niche in the B2B (business-to-business) market, which the industry is eyeing as a breakthrough amid the downturn, driven by the expansion of shared offices and rising demand for office renovations."

Morning Glory’s strategy is to use this furniture launch as a springboard to move beyond being a stationery-focused brand and to accelerate its transformation into a lifestyle brand that encompasses everyday life. Previously, in 2024, Morning Glory entered the hygiene products market with its "Honest Premium Toilet Paper" and has since expanded its business by successively launching products such as facial tissues, kitchen towels, and four-ply toilet paper.