Beyond bedding, it sells “sleep”: 50-year-old Evezary expands into total sleep care

[Financial News]
Celebrating its 50th anniversary, Evezary is expanding its business from manufacturing and selling bedding to managing sleep as a whole through “total sleep care.” Rather than stopping at product sales, the company is seeking to bring sleep data and personalized services, forest management, and community activities together under one central idea: “an environment for sleeping well.”  According to industry sources on the 8th, Evezary is fleshing out its mid- to long-term plan to move beyond bedding manufacturing and become a total sleep care company, marking its 50th anniversary this year. Key priorities include personalized recommendation services using data accumulated by its Sleep Environment Research Institute and artificial intelligence (AI), as well as strengthening online and offline customer touchpoints.
 Its product strategy is also becoming more tailored to individual sleep environments, rather than focusing solely on competition over design and price. The company is expanding its range of sleep-support products, such as functional pillows and toppers in different heights, shapes, and firmness levels, and proposing bedding for covering oneself, lying on, and resting one’s head on as part of a single sleep environment.
 Its distribution strategy is also changing. While broadening customer touchpoints through new channels such as online platforms and broadcasting, the company is connecting its existing offline store network to its delivery and after-sales service systems. The approach is to expand new channels while making simultaneous use of its existing dealer network, combining distribution efficiency with customer management.
 Evezary is also increasing the share of products made with naturally derived materials and eco-friendly products. It is expanding its product range using natural materials such as cotton, modal, and organic cotton, making sleep health and sustainability part of the criteria for choosing products.
 Evezary’s changes extend beyond the bedroom. It has established and manages a corporate forest of about 230,000 square meters in Yangpyeong, Gyeonggi Province, and has participated in the Forest Carbon Offset Scheme since 2013, receiving voluntary carbon credits. The cumulative amount issued to date is 1,924 tonnes.
 This year, it donated 88 tonnes of that total to the Korea Green Foundation, and the credits were used to offset carbon emissions from the Seoul International Eco Film Festival. The company manages the forest it established as a carbon sink and links the resulting carbon-reduction achievements to external events.
 It is also expanding its engagement with local communities. Evezary plans to create a corporate garden at the Gyeonggi Garden Culture Expo, held in Yangpyeong, and maintain it so local residents and visitors can use it after the expo. The company previously created a carbon-reduction forest around Dumulmeori and took part in collecting acorns for seed propagation to help restore areas damaged by forest fires.
  An Evezary representative said, “We believe good sleep comes from a good environment that goes beyond bedding, and we are working to cultivate that environment ourselves,” adding, “With ‘sleep’ as our single purpose, we will continue to expand our role as a total sleep care company.”

[email protected] Kim Hyun-cheol Reporter