[Edaily Reporter Shin Ha-yeon] #DuoBack announced on the 15th that it is accelerating a two-track strategy that involves expanding the lineup of its premium brand “Ergoback” while simultaneously operating its value-oriented brand “T-Chair.”

The company plans to first introduce the Ergoback follow-up lineup sequentially. The ‘Ergoback D300,’ launched last month, achieved cumulative funding of 400 million won on the crowdfunding platform Wadiz, confirming its potential in the high-end chair market. Building on this success, DuoBack plans to expand its premium lineup by launching follow-up products such as the ‘Ergoback D100.’

The company is also strengthening its value-oriented ‘T-Chair’ series. DuoBack plans to launch the follow-up lineup, ‘T-One’ and ‘T-Two,’ this coming July. Sales of the first product in the series, ‘T-Zero,’ which offers a more affordable price point, have been growing rapidly since its launch, and it has secured a spot in the top five monthly bestsellers on the company’s brand store.

DuoBack plans to expand its market reach by optimizing its brands for specific consumer segments, given the increasing segmentation of usage purposes and purchasing criteria in the chair market. The company’s strategy is to simultaneously operate a premium line targeting high-engagement consumers and a value-for-money line for those prioritizing practicality, thereby addressing diverse market demands.

The company intends to proactively restructure its operations before the segmentation of market needs stabilizes. To this end, it is also pursuing management efficiency initiatives, including expanding its brand portfolio, reducing costs, and reorganizing its sales structure.

A DuoBack representative stated, “As the era of hyper-personalization emerges, consumers’ usage environments and purchasing criteria are diversifying.” They added, “Since clear brand differentiation has become a core value for market penetration, we will respond swiftly to market changes by expanding the lineup of our premium brand, ErgoBack, and launching new products under our value-for-money brand, T-Chair.”

The representative added, “Internally, we are laying the groundwork for sustained growth through management efficiency initiatives.”