Materasso, the eco-friendly sleep brand under Shinsegae Casa, has opened its first flagship store, Materasso Flagship Nonhyeon, ahead of the brand's third anniversary. [Shinsegae Casa]
Materasso, the eco-friendly sleep brand under Shinsegae Casa, has opened its first flagship store, Materasso Flagship Nonhyeon, ahead of the brand's third anniversary. [Shinsegae Casa]

660-square-meter store opens in Gangnam's Nonhyeon ahead of brand's 3rd anniversary

Mattresses, bedding, fragrance and lighting all under one roof for sleep experience

Materasso posts average annual sales growth of 33% over past 3 years

Shinsegae Casa has opened the first flagship store for its premium sleep brand Materasso in Nonhyeon-dong, Gangnam-gu, Seoul, as the company looks to build sleep into a separate growth engine amid a broader slowdown in the furniture and building materials sectors.

The company announced Thursday that it opened Materasso Flagship Nonhyeon on Wednesday. The store marks Materasso's first flagship location and its first standalone store in Seoul, spanning about 200 pyeong (660 square meters).

Shinsegae Casa spun Materasso off as an independent brand in July 2023, having previously operated it as a mattress series under its Casamia furniture line. The move aimed to grow the brand beyond bed and mattress sales into one that addresses the full sleep environment.

Since the relaunch, Materasso has expanded its product lineup and broadened its online and offline retail channels. The company said the brand has posted average annual sales growth of about 33 percent over the past three years — a strong result as sluggish construction and real estate markets have weighed on demand across the furniture industry. The flagship opening reflects a strategy to carve out room for growth by nurturing a dedicated sleep brand.

The new store is designed to let customers directly experience what Materasso calls the value of "recovery." A dedicated trial zone allows visitors to compare the brand's full mattress lineup by series and firmness level, and to test products based on their sleep habits and body type before making a purchase.

A showroom section displays bed frames, nightstands and dressers together, presenting complete bedroom interior setups rather than selling mattresses as standalone items.

The store also expands its sleep-related product range. Customers can browse pillows, bedding, pajamas, fragrances and lighting — everything needed to create a sleep environment — all in one place. In addition to Materasso and Casamia products, the store carries curated offerings from outside brands including Jaju, Josun Hotel, Aromatica and La Bouquet.

One corner of the store features a private relaxation space equipped with Campo Rest, Casamia's premium massage chair. The layout connects mattress trials, rest and sleep-product shopping in a single visit.

"Building on the product competitiveness and retail foundation we have established since the brand's launch, we will focus from this year on expanding experiences that allow customers to feel the brand value of 'recovery,'" a Materasso official said. "Starting with this flagship store, we plan to roll out experiential stores nationwide and broaden customer touchpoints through various brand campaigns."


hong@heraldcorp.com