Premium massage chair firm Bodyfriend advances into Europe
Premium massage chair firm Bodyfriend advances into Europe
  • Kim Min-jee
  • 승인 2019.07.03 12:08
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It opens flagship store on Osman Street, Paris
Tom Meggle, advisor of Bodyfriend European Corporate, Vincent du Sartel, chief designer of Bodyfriend European Corporate, and Lee Jong-kyu, head of Bodyfriend Europe Corporate (from the left).

The premium massage chair company Bodyfriend opened a 600-square-meter flagship store on June 27 on Osman Street in central Paris.

Bodyfriend aims to further solidify its position as the No. 1 brand in the global massage chair market, estimated to be worth about $4.2 billion, with features and designs to meet demand from European consumers, a company spokesman said.

At the center of this project is Lee Jong-kyu, head of its Europe-based corporation, who was recruited by Bodyfriend last September. Starting with Burberry Korea's brand manager in 1995, he is a first-generation luxury brand manager in Korea who served as chief operating officer of Gucci Korea, CEO of Bottega Veneta Korea and CEO of Dior Korea.

"Expectations are high as we introduce the validated Bodyfriend brand products and propose a new lifestyle to the European massage chair market, which used to be like bareness," Lee said.

"We're trying to target local upper classes with our premium luxury strategy by introducing products that meet European sensibilities and match home interiors," he said.

Bodyfriend also hired designer Vincent du Sartel, who served as art director for Louis Vuitton and Roewe, in February, to infuse new emotions into the massage chair.

Vincent du Sartel is preparing to launch a massage chair that matches European lifestyle and luxury brands, overseeing the design of products that Bodyfriend will showcase in Europe.

Bodyfriend will also meet local consumers with the world's first Lamborghini massage chair (model name LBF-750, LBF-520), which was launched in partnership with Italian supercar brand "Automobile Lamborghini," as well as best-selling massage chairs Pharaoh II and Phantom II.

"We will appeal to European consumers with the rational message of `a 10-year extension of life expectancy` and the emotional statement of `luxury`," said Park Sang-hyun, CEO of Bodyfriend, adding, "We have prepared to enter the market with the determination to ensure that more than one massage chair is distributed to every household in Europe."

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