How a 25-year-old bedding brand found a new customer base on Temu

The Jari, a bedding brand with 25 years in the business, is expanding its customer base and boosting sales of secondary products after joining Temu.

According to industry sources Thursday, The Jari had long targeted women in their 40s and 50s, but has been rethinking that strategy since it opened a store on Temu — a value-oriented e-commerce platform — in June last year.

The shift was driven by an unexpected hit: a family-size bed pad that now accounts for a quarter of the brand's total sales on Temu. It is the first of The Jari's dozens of sales channels where the product has become a bestseller.

The family pad's core buyers are young parents. They use it to bridge the gap between two mattresses so siblings can sleep together on one large surface, or to create a shared sleeping space with young children. Some also use it outdoors to fill the gaps between sleeping areas inside tents or campervans.

As young parents began sharing these uses on social media and in product reviews, The Jari moved quickly to meet the new demand.

The company is now concentrating its marketing resources on social media and video content aimed at young parents, scaling up production capacity for the family pad line, and developing new versions with waterproof and anti-mite features for outdoor use.

"Temu has a much broader customer base — spanning people in their 20s through their 50s — compared with other platforms," a company official said. "Through Temu, we have been able to reach consumer groups that were difficult to access through our existing channels."

"At first, we thought the bed pad was just a one-time hit," the official added. "But now it has given us a whole new way of looking at the market and our customers."

Since joining Temu in June last year, The Jari's monthly sales on the platform have risen roughly tenfold, and its sales ranking climbed from outside the top 30 to the top 10. That pace is unusual — it typically takes brands nearly a year to achieve meaningful results on a new channel. The Jari's conversion rate on Temu stands at about 10 percent, well above the 3 to 4 percent it sees on other channels.

"Temu is a platform with a relatively low barrier to entry," a company official said. "Brands can get in fairly easily and achieve rapid sales growth in a short time, which makes it a significant opportunity for sellers."

The Jari is not the only brand to have shifted its targeting strategy after joining Temu. Sanggwadeure, a nut manufacturer based in Gyeonggi Province that also joined Temu in June last year, has broadened its customer base to include foreign residents living in South Korea.

Kona Eco Home, a bidet manufacturer headquartered in Gyeonggi Province, discovered new ways customers were using its products through Temu. While about 30 percent of buyers through domestic dealerships and home-shopping channels rely on a technician for installation, 95 percent of Temu customers installed the product themselves. The company's engineering team also adjusted the maximum water pressure setting after customers flagged it as too strong.