Hanssem (CEO Kim Jin-tae) has launched ‘MVME,’ a brand specializing in recliners, and is rolling out marketing activities including the release of a campaign video and promotions. Going forward, Hanssem plans to expand the MVME product lineup to broaden the range of choices for customers who prefer recliners.
Hanssem has led the growth of Korea’s domestic recliner market, starting with the launch of ‘NEW LORENCE’ in 2013. In 2015, it introduced the ‘CALIA Hanssem 201,’ equipped with a ‘Zero-Wall’ function that minimizes the gap from the wall, and in 2017 it unveiled the ‘CHIANTI,’ which features powered head folding and a posture memory function. Last year, it launched the ‘GOUDA,’ equipped with a ‘Lumbar Support’ function that had previously been applied only to luxury sedans.
MVME is a brand Hanssem devised to communicate this recliner development know-how and technological expertise to the market in a unified way. Even the brand name was inspired by the phrase ‘Sofa Moves Me,’ meaning a sofa that moves me and my life. The name also captures the intrinsic identity of the recliner, which delivers a variety of functions through smooth movement. Through this brand message, Hanssem plans to change the market’s perception of recliners, which until now have been regarded as ‘furniture for relaxation’ or ‘large sofas.’
The campaign video released on May 24 naturally conveys MVME’s brand message through seven scenarios: ▲a stay-at-home freelancer ▲a couple raising three siblings ▲a startup office ▲an elderly couple ▲people in their 20s and 30s enjoying meals on the sofa, and more. It further showcases the MVME recliner, which adjusts to the most comfortable posture for everyone as they engage in different activities through its smooth movement. In doing so, it delivers a message about the happy, healthy daily life that a sofa can create.
Hanssem launched MVME as growth in the recliner market is anticipated. Until now, the core buyers of recliners have been middle-aged and older customers living in larger homes. Recently, however, purchases by younger customers living in smaller homes—such as newlyweds and single-person households—have been increasing. Rather than focusing solely on functionality when buying products, these customers focus on design, materials, and other aspects that allow them to express themselves. They also show a strong preference for branded products that offer differentiated value.
In response, Hanssem plans to deliver a unified message to the market through MVME, which brings its recliner products together in one place. The strategy is to raise awareness of Hanssem’s recliners and to capture the interest of customers of all ages living a variety of lifestyles. In addition, Hanssem plans to develop new products that meet consumer needs, such as slim-type models with designs similar to ordinary sofas and single-seat recliners. Through this, Hanssem aims to cultivate MVME into a specialist brand that leads the market.