'No need to be expensive': Flow Motion Bed set priced at 50–70% below market rate
Zinus, an affiliate of Hyundai Department Store Group, is taking aim at the adjustable bed market with an aggressive pricing strategy.
The company has built its reputation in the global mattress market by undercutting rivals on price. It plans to dominate the adjustable bed segment by bringing products to market at less than half the going rate, and recently launched the Flow Motion Bed Set, a Korea-focused adjustable bed lineup.
Despite being a full base, frame and mattress set, the product is priced at 50 to 70 percent of comparable market offerings. The single size, with a mattress width of 90 centimeters, retails for 2.94 million won (about $2,130), while the queen size, at 150 centimeters wide, runs approximately 3.53 million won (about $2,560). The Flow Motion Bed combines an adjustable base that controls the mattress angle, an outer bed frame and the mattress itself.
"Consumers often struggle to choose a base, frame and mattress separately when buying an adjustable bed," a company official said Tuesday. "With that in mind, we put together a set configured for the optimal combination."
The new product features a fabric curved headboard and a linear LED indirect lighting strip with three brightness settings. The company said the mattress blends pocketed coil springs with memory foam, targeting domestic consumers who prefer a firmer feel.
Standard adjustable bed mattresses rely solely on soft memory foam to allow for bending. Zinus said it added independently moving pocketed coil springs that flex with angle adjustments, providing firmer support.
The bed also incorporates adaptive fabric from Belgian manufacturer Bekaert, which regulates moisture evaporation based on ambient temperature and body heat. The mattress has earned the highest rating — Baby Class — under the Oeko-Tex Standard 100 European textile quality certification.
"The wireless remote lets users adjust the upper and lower body sections independently, up to 63 degrees and 35 degrees respectively," a Zinus official said, adding that the company expects the product to appeal to consumers who have held off on buying an adjustable bed because of the cost.
freiheit@heraldcorp.com
