Simmons: how its people are moving

Banseog note · Oct 24, 2026

Simmons — Widening its reach from the mattress to the whole bedroom

Where it stands now

Defending maturity — keeping the top spot in sales while making up a lower margin through hotels, stores and online

In 2025, revenue was KRW 323.9 billion (−2%) and operating profit KRW 40.5 billion (−23%), with the operating margin falling from 16.0% to 12.5%. The company cited the construction and real estate cycle, imported raw materials and exchange rates, and labor costs (KRW 42.8 billion, +10%), and it held first place in bed industry sales for the third year.

On Korea's National Pension Service public workplace data, 701 people were on the pension register in August 2026, 38 fewer (−5.1%) than in October 2025. The decline comes amid continuing store reorganization, and no direct cause has yet been reported in the press. Stores that are not directly operated and outside delivery and installation staff are not included in this figure.

Three decisions within a year

1. Hotel B2B: in September 2026 it supplied Beautyrest and Beautyrest Black to all 402 rooms of Sheraton Jeju, along with carpets, lighting and sofas. In July it supplied motion beds to Banyan Tree Seoul, and it claims a 90% share of beds in luxury hotels (company statement).
2. Expansion into a bedroom brand: in September 2026 it released 10 new products, including four frames and six bedding items, and in October reopened the Dogok and Gwangju Sinchang stores through retrofits, showing mattresses, bedding and furniture in one space. It has also partnered with Samsung Electronics on a wedding-season promotion.
3. Online and N32: in September 2026 it renovated the online-only mattress experience zone at Simmons Terrace in Icheon, and N32 is targeting customers in their 20s and 30s with a pop-up at the Shinsegae main store (2026-04) and SSG live commerce (2026-06). N32 stores grew to 26 in 2024.

Three people it will look for

1. Hotel and B2B sales and project managers — the scope has widened from supplying mattresses to supplying entire guest-room spaces
2. Bedding and furniture merchandising (MD) — expanding F/W new product lines beyond mattresses
3. E-commerce and live commerce marketers — the online-only line and N32's channels for customers in their 20s and 30s

For HR

In a year when margins fall, moving people into new roles is more realistic than adding headcount. Concentrate hiring on roles that open new revenue, such as B2B and online, and watch in advance for departures during store reorganization.

For job seekers

Experience in B2B sales to hotels and lodging businesses, bedding and home furnishing merchandising, or running online channels for a premium brand fits Simmons' next stage.

A reading written from public sources. Sources: Coverage of the 2025 audit report (2026-03-29 and 03-30), coverage of the Sheraton Jeju supply (2026-09-21), coverage of the bedroom expansion strategy (2026-10-07), online experience zone renovation (2026-09-23), N32 Shinsegae pop-up (2026-04-14) and SSG live commerce (2026-06-10), coverage of store status (2025-04-09). Team size is from Korea's pension register.