Brain Sleep Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo, Representative Director: Michibata Kosuke, hereinafter referred to as "Brain Sleep") has seen many customers purchase Brain Sleep brand products on its sleep goods specialty e-commerce site "zzzLand," including its flagship product, the "Brain Sleep Pillow," which was created based on the "Stanford Method for the Best Sleep," the "Brain Sleep Mattress," a zero-gravity mattress, and the "Brain Sleep Water," a drink containing NMN. As a result, sales in the first half of 2021 increased by approximately 1,200% compared to the previous year (※1). *1: Comparing figures for 2020 and 2021 Increased health awareness and focus on sleep during the COVID-19 pandemic Since the outbreak of COVID-19, people's awareness of health has increased, and in particular, increased awareness of sleep has been evident in a survey (*2) conducted by Brain Sleep on 973 people in April 2020. The survey was conducted with the aim of understanding the actual state of sleep during the COVID-19 pandemic, and the notable result was that over 60% of respondents make an effort to "get a good night's sleep" in order to boost their immunity. In addition, as people continue to stay at home for long periods of time, with people refraining from going out and the spread of remote work, there is a growing awareness of the need to seek out comfort indoors and improve the quality of daily life. From the company's perspective, with the recent promotion of health management and work style reform, "sleep," which plays an important role in improving productivity and health, has become a keyword that is attracting attention. *2: Survey summary Survey method: Internet research Questionnaire title: Lifestyle survey Eligibility requirements: Employed people Implementation period: Friday, April 17, 2020 to Monday, April 20, 2020 This survey sample size is 973 The home fashion retail market size is predicted to reach 3,357 billion yen in 2021! *Source: Yano Research Institute Ltd. "Survey on the Home Fashion Retail Market (2021)" (released November 15, 2021) According to a survey by Yano Research Institute (※3), the size of the domestic home fashion retail market in 2020 is estimated to be 3,347.5 billion yen, 100.3% of the previous year, and the market is being driven by "home furniture" such as desks, chairs, and sofas that make work more comfortable, due to the increase in teleworking and working from home caused by the COVID-19 pandemic. The home fashion market as a whole has increased slightly, but while some specific products have performed well due to stay-at-home consumption during the COVID-19 pandemic, many items are facing tough market conditions due to a decrease in sales opportunities in stores. Amid the COVID-19 pandemic, bedding purchase routes have shifted significantly from brick-and-mortar stores to e-commerce According to a survey by the institute (*3), department stores have struggled as people have had fewer opportunities to go out due to the COVID-19 pandemic, while EC channels have been thriving as a complement to this. Major home fashion retail chains, which used to focus on sales in brick-and-mortar stores, have made great progress during the COVID-19 pandemic in their preparations for omnichannel and digital solutions. The exceptional market environment created by the COVID-19 pandemic has brought about major changes in the home fashion market, with EC-only companies also capturing customers from younger generations. *3: Yano Research Institute Ltd. "Survey on the Home Fashion Retail Market (2021)" (released November 15, 2021) https://www.yano.co.jp/press-release/show/press_id/2843 What is the D2C sleep brand "Brain Sleep"? Brain Sleep is a D2C sleep brand that sells mainly through its own online website. While sales of the original products have been steady since their release, the company is aiming to propose new added value that solves sleep issues by fusing digital with sales not only online but also by expanding into brick-and-mortar stores, thereby providing experience value that goes beyond the boundaries of a D2C brand. Brain Sleep's bedding is not just bedding, but also places emphasis on functionality aimed at improving sleep quality, environmental friendliness, and sleep science. They develop innovative products by adopting carefully selected new materials. When launching new products on the market, they continue to develop bedding products with new concepts while placing emphasis on active communication with customers, such as by utilizing Makuake (※4), which allows them to communicate with customers who are interested in new things and experiences. *4: A website that supports and purchases new products and experiences Brain Sleep brand product overview ・Brain Sleep Pillow Equipped with three functions to create the golden 90 minutes needed for quality sleep, this pillow focuses on "brain sleep". With a three-layer horizontal structure and seven vertical gradational structures, the pillow is soft enough to sink into around the neck, and a little hard at both ends, so it fits securely even when sleeping on your side and makes it easy to turn over. After about seven days of use, the adjustable layers will fit the weight and size of your head, creating a pillow that is just right for you. 1. "AIR LOOOP" - Ultra-breathable mesh structure keeps your head cool 2. Eliminate the "not fitting" problem. "3D LOOOP" combines low and high resilience 3. "GREEN LOOOP" is washable, hygienic and made from 100% recyclable materials Product URL: https://www.zzz-land.com/shop/g/gBS050S1/ <Released in November 2021> ・Brain Sleep Comforter A unique weight balancer is placed on the chest area, which recreates a sense of security like a hug through pressure stimulation from the weight. The filling is made of a new material, fiber balls, which achieves revolutionary warmth, lightness, and softness. Weights are also placed on both sides to prevent the futon from slipping off even when you turn over in your sleep, keeping you comfortable at all times. 1. Experience a soothing sleep with the weight on your chest 2. Light and soft, yet very warm 3. Always clean. No matter how many times you wash it, it's OK Product URL: https://www.zzz-land.com/shop/g/gBS450A1/ Future development plans As announced in this market size survey, as existing stores are shifting to digital, Brain Sleep, as a D2C sleep brand, will further strengthen its digital promotions. At the same time, we will also aim to improve the quality of sleep throughout Japan by expanding our product lineup to include NMN-related products, sleep tech, and inner care products that propose solutions to sleep issues on zzzLand (Zooland: https://www.zzz-land.com/shop/ ), an e-commerce site specializing in sleep goods operated by our company.
Log in
