Shinsegae Casa launches mattress subscription service starting at 10,000 won a month

Shinsegae Casa has launched a subscription service for its premium mattresses to lower the upfront cost for buyers. The move reflects a broader shift in the furniture industry as rental and subscription models — long centered on water purifiers and massage chairs — expand into the bed and mattress market, pushing high-end product sales away from lump-sum purchases toward monthly payment structures.

Materasso, Shinsegae Casa's eco-friendly sleep brand, announced Monday the launch of the Materasso Subscription Service. Customers pay a monthly fee to use the product, and ownership transfers automatically once all payments are complete.

With maximum discounts applied, the service starts in the 10,000 won (about $7) range per month. That entry-level price is based on the Materasso Bay queen-size mattress on a 60-month basic plan with a partner card discount applied. Actual monthly payments vary depending on the product, subscription term, whether care services are included and whether a partner card discount is used.

The service comes in two tiers: a "Basic" plan covering product use only, and a "Care Plus" plan that adds in-home care visits. Customers can choose a subscription term of 36, 48 or 60 months. Shinsegae Casa provides after-sales service directly throughout the subscription period.

The Basic plan does not include in-home care visits, but sets the total subscription cost at a level comparable to an outright purchase. It is designed as a value-oriented option that lets customers use a premium mattress without a large one-time outlay.

The Care Plus plan bundles care costs into the monthly fee and includes a mattress cleaning service once every 12 months. It targets customers who want ongoing hygiene management for their mattress.

Eligible products include the Cloud H, Cloud S, Blanche, Bay H and Bay M from Materasso's flagship Forest Collection, as well as the Ebony and Rosewood models from the luxury Heritage Collection. Casamia's premium massage recliner, the Campo Rest, is also available under the subscription service. Shinsegae Casa plans to gradually expand the range of eligible products.

The launch ties into the "sleep maxing" trend, in which consumers invest time and money in pursuit of better sleep. High-end mattresses and care services emphasizing sleep quality have multiplied across the bed industry, but steep upfront costs have remained a barrier for many consumers. The monthly subscription model lowers that barrier.

Coway had earlier built out a rental model in the bed market by leading with mattress rentals and hygiene management services. Materasso's subscription service marks Shinsegae Casa's full entry into the subscription-based consumption trend spreading across the bed industry. Customers can sign up or inquire about the service at 67 Materasso and Casamia standalone stores nationwide; stores inside department stores or other retail venues are excluded.

Shinsegae Casa is also running a launch promotion. Customers who sign a mattress subscription contract will receive a waterproof mattress cover worth 60,000 won and a 20 percent discount on bed frames. Subscribers who purchase 3 million won or 5 million won or more in Casamia or Materasso furniture will also receive a duvet and pillow set worth up to 350,000 won.

"As the premium sleep market grows, the way customers experience a brand is becoming just as important as product quality," a Shinsegae Casa official said. "This subscription service is designed to lower the cost barrier and bring Materasso's premium sleep solutions to more customers."