Increasing awareness of the Serta brand

「For mattresses, the company strengthened sales of the Serta brand's Suite Series and Pure Dream, a new product under the dream bed brand, as priority products. It also carried out a collaboration project with a luxury hotel.」

「For mattresses, we strengthened sales of the Serta brand's Suite series and new products under the dream bed brand, including Pure Dream, as priority products, and also held collaboration initiatives with luxury hotels.」

「For mattresses, despite continued difficulty attracting customers to furniture retailers, the company strengthened sales of the Serta brand's Suite Series and Pure Dream, a new product under the dream bed brand, as priority products. It also carried out a collaboration project with a luxury hotel.」

「Specifically, under its multibrand strategy, the company steadily implemented initiatives including launching Serta's first non-coil mattress, Serta On a Cloud; launching an electric bed developed in collaboration with Serta and Paramount Bed Holdings Co., Ltd.; opening Roset Shop Ligne Roset Nagoya in conjunction with the renovation of the Nagoya Showroom as part of efforts to strengthen and expand sales channels; and acquiring 50,000 treasury shares as a shareholder return measure, with the acquisition period running from March 2024 to August 2024.」

「The company began selling Serta Sirius, the highest-grade model in Serta's history, and nationwide expansion through individual retailers is progressing smoothly. In addition, the luxury hotel collaboration project under the Serta brand achieved its annual target while performing well.」

「Against this backdrop, from October 2023, to put our Declaration for Creating Empty Space into practice, we began selling Lunara+, developed in collaboration with the furniture brand MasterWal, and introduced new products including the Serta Suite Series after reviewing our product lineup in conjunction with the solo exhibition held that month.」

「Against this backdrop, in June 2023, we began selling Serta Sirius, the highest-grade model in Serta's history, and nationwide expansion through individual retailers is progressing smoothly. In addition, collaboration projects with luxury hotels under the Serta brand have continued to perform well.」

「Meanwhile, the mattress collaboration project with a luxury hotel exceeded 200% of plan, while high-priced products such as ligne roset continued to perform well.」

「In the furniture retailer channel, sales of high-priced products such as ligne roset products and Serta Tradition remained solid, reflecting consumer behavior focused on reassessing personal spaces within the home.」

「Although sales of high-priced mattresses such as ligne roset products and Serta Tradition remained solid in the furniture retailer channel, customer traffic at furniture retailers continued to stagnate from the second quarter, partly due to the explosive spread of COVID-19. Sales in the furniture retailer channel decreased by ¥90.108 million from the same cumulative period of the previous year.」

「Against this backdrop, in August 2022, we grand-opened the Nagoya Showroom, our first store in the Chubu region, supporting strong sales of Serta brand products, particularly the new Serta Tradition product.」

「The company also began selling the Serta Tradition series' top-of-the-line model, Serta Tradition Royal, and a collaborative model developed with Takarazuka Hotel as new products.」

「For bed products, as part of efforts to strengthen the branding strategy for Serta, the company concentrated television advertising in the Tokyo metropolitan area to coincide with the reopening of the renovated Tokyo Showroom, the flagship Serta store, in September 2021. It also launched the new 11-zone mattress, Serta Tradition. In addition, the company strengthened digital marketing by enhancing its social media presence and website, and, as part of its efforts to strengthen e-commerce, authorized 6 furniture companies with 13 stores as Dream Bed's official e-commerce partners, including for Serta.」

「Although stay-at-home consumption in the furniture and interior products industry has begun to settle following the easing of restrictions on going out, our mattress and ligne roset sales have remained solid as consumers reassess their living environments. In particular, sales volumes of Serta Tradition, launched as a new mattress product, have continued to increase since its launch.」

「Against this backdrop, to pursue further growth, we have pursued initiatives based on an active Serta branding strategy, including beginning the manufacture and sale of the new Serta Tradition mattress, promoting Pairing Twin through television commercials, and expanding and renovating the Tokyo Showroom as our flagship store before reopening it.」

「In this environment, we are continuing to actively roll out collaboration campaigns with luxury hotels, digital advertising and other initiatives to raise awareness of our core Serta brand, while proceeding with plans to expand our flagship Tokyo showroom.」

「With awareness of "Serta" still low, we will implement marketing measures targeting potential customers who are brand-conscious, place importance on sleep and represent Serta's target market.」