STORY
Coway’s BEREX Shakes Up the Massage Chair Market, Dominating the Industry in South Korea
2024.07.01
Coway is making a significant impact in the rapidly growing massage chair market. Just one and a half years after the launch of its healing and sleep care brand, BEREX, the company has established itself as a game-changer with impressive growth.
BEREX has successfully positioned its brand in the healing and wellness sector. By diversifying its product range—from traditional massage chairs to relax chairs and massage beds—BEREX has broadened consumer options and launched a full-scale expansion on the market.
Since the launch of BEREX, Coway’s massage chair sales have grown by more than fivefold compared to the previous year. Products such as the compact massage chairs - BEREX Mine, BEREX Pebble Chair - and the BEREX Massage Bed have all been met with positive consumer feedback, reinforcing the brand’s reputation for high-quality products. Analysts credit BEREX’s successful branding as a healing care specialist and its strategic diversification for this growth.
Coway plans to ramp up its investments in BEREX this year, further enhancing its product lineup with advanced technologies to accelerate its penetration of the healing care market.
Recently, Coway’s ‘BEREX Reclining Massage Bed’ was awarded the Innovation Award in the Digital Health category at CES 2024. This upgraded massage bed model features cutting-edge technology, including an automatic reclining function that assists with upper body elevation and a personalized massage system, showcasing BEREX’s innovative and unique capabilities.
Coway plans to launch the BEREX Reclining Massage Bed domestically later this year, positioning it as a flagship product to further target the healing and wellness market.
Additionally, Coway is focusing on expanding the exposure of the BEREX brand by increasing the number of offline stores in South Korea. The company has been actively promoting experiential stores across the country, expanding from the Seoul metropolitan area to key regional cities like Busan and Gwangju, with seven new stores opening last year. This year, Coway plans to continue this expansion to enhance customer accessibility.
Coway identified the potential in the massage chair market over a decade ago, launching its first product, ‘Vivace,’ in 2011. At the time, the market was divided between high-priced foreign brands and low-cost Chinese products. Coway pioneered the popularization of massage chairs by offering a competitive combination of affordability, technology, and after-sales service, earning consumer trust and building brand strength.
BEREX massage chairs have been praised for breaking away from the standardized large designs of the past, offering a wide range of products—including compact massage chairs, furniture-style massage chairs, and massage beds—while enhancing its competitive edge through diversified features, design, and pricing.
As Coway continues to drive the popularization of massage chairs through BEREX, all eyes are on how the company will reshape the market landscape.
A Coway official stated, “BEREX has successfully established itself in the market with a diverse product lineup, expanding our customer base. Moving forward, we will continue to focus our capabilities on driving sustainable growth through the differentiated technology and service expertise that only BEREX can offer.”
About Coway Co., Ltd.
Established in Korea in 1989, Coway, the "Best Life Solution Company," is a leading environmental home appliances company making people's lives healthy and comfortable with innovative home appliances such as water purifiers, air purifiers, bidets, and mattresses. The company's most recent venture, the BEREX brand, aims to improve sleep and wellness through cutting-edge mattresses and massage chairs. Since being founded, Coway has become a leader in the environmental home appliances industry, with intensive research, engineering, development, and customer service. The company has proven dedication to innovation with award-winning products, home health expertise, unrivaled market share, customer satisfaction, and brand recognition. Coway continues to innovate by diversifying product lines and accelerating overseas business in Malaysia, USA, Thailand, China, Indonesia, Vietnam, Japan, and Europe, based on the business success in Korea. For more information, please visit http://www.coway.com/ or http://newsroom.coway.com.
BEREX has successfully positioned its brand in the healing and wellness sector. By diversifying its product range—from traditional massage chairs to relax chairs and massage beds—BEREX has broadened consumer options and launched a full-scale expansion on the market.
Since the launch of BEREX, Coway’s massage chair sales have grown by more than fivefold compared to the previous year. Products such as the compact massage chairs - BEREX Mine, BEREX Pebble Chair - and the BEREX Massage Bed have all been met with positive consumer feedback, reinforcing the brand’s reputation for high-quality products. Analysts credit BEREX’s successful branding as a healing care specialist and its strategic diversification for this growth.
Coway plans to ramp up its investments in BEREX this year, further enhancing its product lineup with advanced technologies to accelerate its penetration of the healing care market.
Recently, Coway’s ‘BEREX Reclining Massage Bed’ was awarded the Innovation Award in the Digital Health category at CES 2024. This upgraded massage bed model features cutting-edge technology, including an automatic reclining function that assists with upper body elevation and a personalized massage system, showcasing BEREX’s innovative and unique capabilities.
Coway plans to launch the BEREX Reclining Massage Bed domestically later this year, positioning it as a flagship product to further target the healing and wellness market.
Additionally, Coway is focusing on expanding the exposure of the BEREX brand by increasing the number of offline stores in South Korea. The company has been actively promoting experiential stores across the country, expanding from the Seoul metropolitan area to key regional cities like Busan and Gwangju, with seven new stores opening last year. This year, Coway plans to continue this expansion to enhance customer accessibility.
Coway identified the potential in the massage chair market over a decade ago, launching its first product, ‘Vivace,’ in 2011. At the time, the market was divided between high-priced foreign brands and low-cost Chinese products. Coway pioneered the popularization of massage chairs by offering a competitive combination of affordability, technology, and after-sales service, earning consumer trust and building brand strength.
BEREX massage chairs have been praised for breaking away from the standardized large designs of the past, offering a wide range of products—including compact massage chairs, furniture-style massage chairs, and massage beds—while enhancing its competitive edge through diversified features, design, and pricing.
As Coway continues to drive the popularization of massage chairs through BEREX, all eyes are on how the company will reshape the market landscape.
A Coway official stated, “BEREX has successfully established itself in the market with a diverse product lineup, expanding our customer base. Moving forward, we will continue to focus our capabilities on driving sustainable growth through the differentiated technology and service expertise that only BEREX can offer.”
About Coway Co., Ltd.
Established in Korea in 1989, Coway, the "Best Life Solution Company," is a leading environmental home appliances company making people's lives healthy and comfortable with innovative home appliances such as water purifiers, air purifiers, bidets, and mattresses. The company's most recent venture, the BEREX brand, aims to improve sleep and wellness through cutting-edge mattresses and massage chairs. Since being founded, Coway has become a leader in the environmental home appliances industry, with intensive research, engineering, development, and customer service. The company has proven dedication to innovation with award-winning products, home health expertise, unrivaled market share, customer satisfaction, and brand recognition. Coway continues to innovate by diversifying product lines and accelerating overseas business in Malaysia, USA, Thailand, China, Indonesia, Vietnam, Japan, and Europe, based on the business success in Korea. For more information, please visit http://www.coway.com/ or http://newsroom.coway.com.
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