[Edaily Reporter KIM EUNG-TAE ] Three major home appliance rental companies—COWAY, Cuckoo, and Cheongho Nice—are actively targeting the market by making mattresses their core business, following their success with water purifiers and air purifiers. By highlighting products that feature regular hygiene maintenance and specialized functions, they are rapidly penetrating a market that has long been dominated by traditional furniture companies. Amid the economic slowdown, the fact that these products require a relatively small upfront investment is also cited as a factor favorable for expanding their customer base.

According to the home appliance industry on the 5th, domestic bed sales by COWAY(021240)in the first quarter of this year increased by approximately 30% year-over-year. Considering that overall new rental sales rose by 11%, this means bed sales growth was about three times higher.
Another home appliance rental company, Cuckoo, saw its first-quarter bed sales surge by 99% year-over-year, nearly doubling. Cheongho Nice’s first-quarter mattress sales this year were reported to have increased by 40% compared to the previous year. The exact sales figures for these companies have not been disclosed.
The reason rental companies are standing out in the bed market is that they provide periodic hygiene maintenance services and, by allowing consumers to pay in monthly installments rather than purchasing the product outright, reduce the financial burden of a large upfront payment. An official from the rental industry explained, “Due to their nature, beds are heavy and difficult for individuals to maintain regularly,” adding, “There is a growing trend of customers shifting to the rental market, where they can receive periodic maintenance.”
Driven by this growing demand, rental companies are expanding their product lineups by incorporating differentiated technological capabilities. COWAY unveiled its SleepTech-based R Series and M Series products this year. The R Series includes models featuring a motion bed function that allows angle adjustment in four separate zones—head, upper body, lower back, and lower body—as well as models designed to relieve fatigue by raising the lower back area in 14 different stages. The M Series is characterized by massage modules built into the mattress to aid in fatigue recovery and promote restful sleep.
Cuckoo, which launched the bed brand “Restino” in 2024, is focusing on medium-soft and soft mattresses as its flagship products. Recently, the company has diversified its product lineup by introducing roll-pack products that are easy to transport and low-profile frames.
Cheongho Nice has newly released an all-season mattress model with a heating function. This product promotes restful sleep by allowing precise temperature control up to 50 degrees and is equipped with a dehumidification function that makes managing humidity easier during the summer. More recently, the company introduced the “Cool Air Mattress,” which utilizes graphene—a material that rapidly absorbs and disperses heat. Graphene is a next-generation functional material used in performance sportswear and premium fashion products, characterized by excellent thermal conductivity as well as antibacterial and deodorizing properties.
Rental companies are setting their sights on the corporate market, moving beyond “business-to-consumer” (B2C) transactions. An official from the rental industry stated, “Demand is growing in the corporate market, particularly in accommodations, dormitories, and training centers,” adding, “We plan to expand our supply to the corporate market by introducing products tailored to the usage environments of each facility.”
As rental companies ramp up their push into the mattress market, the positions of traditional furniture manufacturers are under threat. Last year, COWAY’s mattress sales reached 365.4 billion won, surpassing previous market leaders Simmons (323.9 billion won) and Ace (317.3 billion won) to claim the top spot in sales. This marks COWAY’s first time reaching the top position in the 14 years since it entered the mattress market in 2011.