Simmons-K, the South Korean operator of the global mattress brand Simmons, named Minsu Jenny Kim as its new CEO. The company aims to grow beyond the lifestyle space and tap into the luxury market. Kim brings top-tier experience from her years leading major fashion and hospitality brands.
She previously served as general manager at Louis Vuitton Korea for nearly a decade. During her leadership, the brand’s revenue more than doubled. In addition, she held executive roles at Chanel Korea and SK Walkerhill, building a deep background in luxury and hospitality. This experience made her an ideal choice for Simmons’ new strategy.
Simmons-K emphasized that Kim’s appointment supports its goal of premium brand development. The company has already built a strong presence in high-end bedding with its Beautyrest Black line. That product, launched as a luxury mattress, continues to grow by around 20% each year. Kim’s luxury marketing experience will help expand this growth across new sectors.
The appointment marks Simmons’ first major hire from the global luxury fashion world. This move signals a shift in how the company wants to position itself. Simmons-K now wants to stand out in the luxury lifestyle market, not just the sleep product space. With the right leadership, it hopes to expand brand value and customer reach.
In addition, Simmons-K recently reported record-high earnings. Revenue reached 329.5 billion won, up 5% from the year before. Meanwhile, operating profit jumped 65% to 52.7 billion won. These results provide a strong foundation for the company’s next chapter under Kim’s leadership.
Moving forward, the new CEO plans to blend luxury marketing strategies with Simmons’ product excellence. Her deep understanding of premium customer behavior is expected to open new business channels. The company also plans to elevate its customer experience, both online and in stores. This transition aims to make Simmons a leader in high-end lifestyle branding.
Simmons-K sees Kim’s leadership as a catalyst for long-term transformation. With her at the helm, the company is ready to compete at the highest levels of luxury branding. Simmons now eyes a broader, more sophisticated market where it can deliver both comfort and prestige.
