Sleep-specialty brand Simmons said on the 5th that it opened a popup store (temporary shop) on the fifth floor of Lotte Department Store's Incheon branch. At the popup store, which runs through the 18th, visitors can try out mattresses from Simmons' top-tier Beautyrest Black line, including Kelly, Deborah, Marion, Lucille, and Brigitte, as well as Edison, William, and Henry. Frames and bedding items such as pillows and duvets are also on display.
To mark the opening of this popup store, Simmons prepared participatory events, including an instant photo printing service (Snappy) and a lucky draw event.
Simmons has recently focused on opening popup store locations inside department stores, including the main branch in Apgujeong, Seoul, of Hyundai Department Store. The company said it judged the strategy effective for increasing consumer touchpoints.
Previously, Simmons showcased popup stores at Lotte Department Store's Jamsil branch, Hyundai Department Store's Trade Center branch, Shinsegae Department Store's Daegu branch, Shinsegae Department Store's Centum City branch, and Lotte Department Store's Busan main branch.