After the recent release of last year's results in the domestic bed industry, controversy has flared over who topped sales. Despite criticism that a simple comparison is difficult because of different sales recognition methods, assessments say the industry structure is rapidly being reshaped as corporations pushing rental services make a full-fledged entry into the market. In addition to the traditional structure centered on product sales, the concept of "managed consumption" is spreading. The axis of competition is shifting to service and experience.
According to related industries on the 9th, Simmons disclosed that last year's sales came to 323.9 billion won and claimed it ranked No. 1 in the bed industry. Coway, led by its "Berex Mattress," said domestic bed-related sales reached 365.4 billion won, making it No. 1 based on bed business sales. While traditional powerhouse Simmons claimed No. 1 based on bed sales, Coway claimed the top spot based on sales that include mattress rental and care services.
For corporations centered on product sales like Simmons, sales are recognized at the time of sale, but for rental corporations like Coway, usage fees and management service revenue generated over the contract period are recognized as sales. As a result, the industry says it is hard to determine superiority through simple numerical comparisons using different criteria. Still, the industry broadly agrees that the rental-based business is growing rapidly and shaking the existing market order centered on product sales.
In fact, major rental corporations including Coway, Chungho Nais, Cuckoo, and Bodyfriend are accelerating their push into the bed market by expanding mattress rentals and care services. These corporations have redefined mattresses not as simple furniture but as "objects to be managed," building a service model that combines regular visit management, hygiene management, and parts replacement.
This shift is intertwined with a change in consumer perception. Among some consumers, the view is spreading that mattresses are not a one-time purchase but a consumable that should be managed over the long term. The rental industry has emphasized as a differentiator that it lowers the initial purchase expense burden while also providing regular maintenance.
Changes in the market environment are also driving the expansion of rentals. With the rise in single-person households and reduced wedding-related spending increasing the burden of buying high-priced furniture, subscription-style consumption is emerging as an alternative. In addition, as the existing home appliance rental markets, such as water purifiers and air purifiers, enter a saturation phase, there is analysis that rental corporations have turned to the bed business as a new growth driver.
In particular, Coway has rapidly expanded its scale on the back of its mattress rental business, rising to a level that threatens existing bed companies. Chungho Nais, Cuckoo, and Bodyfriend are also strengthening their market offensive by expanding product lineups and differentiating technology. The industry expects the share of rental-based sales in the bed market to continue to grow.
A rental industry official said, "The home appliance rental market is already saturated, so mattress rental is emerging as a new growth driver," and noted, "We are trying to expand several rental businesses, and the mattress rental market is showing clear growth."
In response, incumbent leaders in the bed sector have moved to counter with strategies differentiated from rentals. Simmons and Ace Bed are working to strengthen offline competitiveness by pushing "premium experiences" and "enhanced customer experience."
Simmons is emphasizing its premium brand image by offering experiential services close to real sleep environments at its flagship "Simmons Gallery" stores. Through experiential programs that recreate sleep environments, it is focusing on strengthening brand experience beyond simple product comparisons.
Ace Bed has also responded by expanding its large experiential stores, "Ace Square." Given that hands-on experience has a significant impact on purchase decisions due to the nature of mattresses, the strategy is to increase dwell time and raise conversion rates.
A bed industry official said, "From a manufacturer's standpoint, we are focusing on emphasizing technological prowess and solidifying a premium brand image," and added, "Expanding offline stores where consumers can try mattresses can also be seen as a differentiation strategy."