"Experience Is the Answer": Coway Launches All-Out Push to Expand Experiential Stores in the Second Half of the Year

[Financial News] The rental-product industry is stepping up efforts to expand offline experiential stores. As the rental market broadens beyond water purifiers and air purifiers to include mattresses, massage chairs and medical devices, spaces where consumers can try products for themselves are becoming increasingly important.
According to industry sources on the 7th, Coway is operating a BEREX pop-up store at the “Sleep Wellness Fair (Good Sleep Research Institute),” held at the pop-up stage of the Pyeongchon branch of Lotte Department Store through the 17th.
At the venue, Coway allows visitors to compare and try major BEREX products, including the Signature Fire Shield Comfort Mattress, BEREX Hybrid 4 Mattress, Pebble Chair 2 and Triple Chair 2 Slim.
Industry observers say the role of offline spaces is growing as rental product lines become more diverse. Mattresses and massage chairs have many features—such as comfort and massage intensity—that can only be assessed through direct use, making it difficult to convey their characteristics through online sales or door-to-door sales alone.
Coway’s rapid expansion of offline experiential spaces is also linked to this shift. In the first half of this year alone, Coway opened 10 new Coway Gallery locations, which serve as brand experience and sales stores. The total number of Coway Gallery locations nationwide has consequently risen to 42.
BEREX, Coway’s sleep and wellness-care brand, is at the center of its offline expansion strategy. Coway is broadening its rental product lineup from water purifiers and air purifiers to mattresses, massage chairs and medical devices. Because hands-on experience has a significant impact on purchasing decisions for these products, the company is also placing strong emphasis on expanding offline customer touchpoints through department stores and pop-up stores.
Coway plans to operate additional pop-up stores related to sleep and sleep technology, centered on BEREX, in the second half of the year as well.
A Coway representative said, "Starting with the BEREX pop-up store at the Pyeongchon branch of Lotte Department Store, we plan to continue operating pop-up stores related to sleep and sleep technology throughout the year. We will also continue expanding experiential stores so that customers can experience a variety of BEREX sleep solutions closer to their everyday lives."
[email protected] Kang Kyung-rae Reporter