The global mattress brand Sealy is experiencing difficulties in sales of its premium line new product MotionFlex, which was launched ambitiously at the end of last year. Some buyers have confirmed that they received notifications of a two-month delay in delivery.
According to the furniture industry on the 17th, Sealy recently identified problems with the motors that are essential materials for MotionFlex and has reordered from overseas manufacturers. In this process, it is expected that significant additional time will be required for relaunching and certifying products with new motors. Currently, Sealy is unusually contacting some buyers to inform them that the initial delivery promises will be delayed by several months.
MotionFlex is a product that allows users to adjust the bed angle via an application. It contains motors inside for angle adjustment. According to Sealy, this product is equipped with various features, including a snore prevention mode, a zero-gravity mode that helps with blood circulation, and a TV viewing mode.
As a result, the price is high. When including the dedicated mattress and the angle-adjustable motion bed (electric frame), the main product line starts at a minimum of 5 million won, with some nearing 10 million won.
Yoon Jong-hyo, the representative of Sealy Korea, noted at the product launch event in November last year that "Sealy's Motion Bed is based on connected spring mattresses, not memory foam, which adds differentiation," and added, "There will be a MotionFlex boom in the domestic motion bed market in the future."
According to the furniture industry, the consumer base that generally purchases high-priced motion bed-type mattresses often consists of newlyweds or families moving into new homes. Experts pointed out that Sealy has had difficulties in maintaining a smooth supply since the product's release, suggesting that the company may have rushed to introduce the product to the domestic market without a sufficient understanding of motion beds.
A spokesperson for the Consumers' Association remarked, "For products like mattresses that have a long purchase cycle, the brand's after-sales service capability is one of the main purchasing criteria in addition to product quality," adding, "Significant and continuous delivery delays are a clear reason for refunds."
Sealy is a mattress and bedding brand that started in Texas, USA, in 1881. It is currently part of the Tempur-Sealy International Group in the United States. The domestic corporation is Sealy Korea Company.
In Korea, it recorded sales of 53.4 billion won in 2021, 61.2 billion won in 2022, and 67.6 billion won in 2023, showing consistent growth. Operating profit also increased during the same period, reaching 7.2 billion won, 7.9 billion won, and 10.4 billion won.
A representative from Sealy stated, "Sealy's production is based on made-to-order, and for high-end lines like the Haynes products, it generally takes about three months for mattress delivery," and added, "The production of MotionFlex products has been delayed due to the Chinese New Year holiday schedule for importing the motion bed base, and we are selling with prior notice for delivery at the end of February."
The representative further noted, "The two-month delivery delay occurred in a situation where overall notifications were not accurately communicated, and the background to the delivery delay was not properly conveyed," and added, "We will strengthen training for buyer communication responses in the future."