COWAY

In less than two years since its launch, Coway has successfully managed to establish BEREX, its sleep and wellness brand, within the market, as demonstrated by the numerous accolades it has received for its ever-growing market presence.

The first of the company’s brands to be integrated across product categories, BEREX encompasses Coway’s mattress and massage chair products. Launched in December 2022, the brand is comprised of a variety of products designed to enhance relaxation, and has become a leading force in sleep and wellness care trends as well as a key driver of corporate growth. With the name ‘BEREX’ standing for ‘Bed & Relax’, the brand serves to underline Coway’s belief that sleep and rest are important fundamental values of life, and aims to deliver benefits that go beyond mere relaxation.

Since the brand’s inception, Coway has been differentiating itself from competitors and making a splash in the market through such innovative BEREX products as the BEREX Smart Mattress, BEREX Pebble Chair and BEREX Massage Bed.

The BEREX Smart Mattress has received attention for its unique air-inflated Sleep Cell technology that serves as a replacement for traditional mattress springs. The innovative mattress allows users to customize the firmness of their mattress by adjusting the air volume within 80 (for the Queen size model) individual Sleep Cells. Offering superior durability, the BEREX Smart Mattress is able to maintain a ‘good-as-new’ condition even after prolonged use. It also offers users a mobile app for real-time pressure monitoring, firmness adjustment and control of the automatic pressure distribution system that effectively alleviates body pressure, along with a ‘Relax Mode’ to help promote restful sleep.

BEREX’s massage products have also been making headway in this rapidly expanding market. Breaking away from conventional design approaches, these products come in a range of options, including compact, furniture-style massage chairs, providing customers with more options while also driving competitiveness.

The BEREX Pebble Chair has gained recognition for its elegant design capable of seamlessly integrating into any space — all while serving users through its powerful massage functionality. Furthermore, the BEREX Massage Bed features a 3D massage system as well as a versatile design previously only found in traditional massage chairs that has been receiving acclaim since the product’s launch in October of last year.

Coway also recently introduced the BEREX Reclining Massage Bed, subsequently winning a CES 2024 Innovation Award in the Digital Health Category. The award-winning product features innovative technologies that include an automatic reclining function for upper body support and a customized massage system, both of which have contributed to its strong position within the market.

Since BEREX’s launch, the products released under the brand have consistently been achieving impressive sales figures, with mattress sales growing approximately 10% year-on-year in 2023 and massage chair sales skyrocketing more than five times over the same period.

Moreover, the initial stock of the BEREX Massage Chair Mine sold out quickly upon release, resulting in the need for pre-order sales, while the BEREX Pebble Chair exceeded its original sales target by more than double, indicating strong customer interest.

Coway plans to increase investment in BEREX this year in order to enhance the differentiated technologies of its products as well as to accelerate its expansion within the sleep and wellness market.

“We aim to concentrate our efforts on nurturing our successfully established sleep and wellness brand BEREX, as well as its innovative product lineup, into a new growth engine,” stated Coway CEO Jangwon Seo of his strong commitment to further develop the BEREX brand in his New Year’s address.

Additionally, Coway is focusing on expanding the BEREX brand’s physical presence by increasing the number of offline retail locations in South Korea. The company has actively been growing the number of its experiential stores across the country, from Seoul to Busan and Gwangju, with 17 stores opened until this year in order to improve customer accessibility and engagement.

A Coway official stated, “In less than two years since its launch, BEREX features a diverse product lineup and has successfully become established within the market. We will continue to focus our efforts on driving the brand’s sustainable growth through a focus on BEREX’s unique technologies and service expertise.”

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.