MZers become key consumers of ergonomic office chairs, Sidiz says

Ergonomic office chairs are drawing heightened interest from millennials and Generation Zers in South Korea, according to the country’s leading office chair brand Sidiz, a part of major furniture maker Fursys Group Inc. on Thursday.

Some 60% of Sidiz’s sales via Naver Brand Store, Naver Corp.'s e-commerce platform for well-known brands, came from MZers’ purchases during the first half of this year.

MZers’ top pick was the T50, an ergonomic chair that accounted for 62% of Sidiz’s revenue in the first half.   

The T50 supports the spine's S shape and the height and angle of armrests and seats can be adjusted. The product’s cumulative sales have surpassed 2 million units since its launch in 2007. The product ranges in price from 400,000 won ($384) to 500,000 won.

Premium office chair T80 was the top pick among consumers in their 30s – some 43% of the product's revenue came from that age group. The chair adopts so-called Ultimate Sync technology, adjusting the back and seat supports to the users’ movement.

T80’s revenue jumped 14% in the first half from the same period in 2021, increasing by an average of 28% each year from 2019-2021. The premium chair sells in a higher price range of 700,000 won to 1 million won.

Gen Zers, those under the age of 25, showed a strong preference for more affordable chairs at 250,000 won to 300,000 won. A majority of these younger consumers chose chairs with simpler designs such as Rinie and Ible.

Launched in 2010, Sidiz posted 251.9 billion won in annual revenue last year. Last year, it opened its first flagship store dedicated to chairs in Korea to enhance the customer experience.

Write to Gyeong-Jin Min at min@hankyung.com
Jihyun Kim edited this article.