Italian premium bed and mattress brand Dorelan has reported a significant increase in brand search volume following its television advertising campaign.
According to Dorelan Korea, brand searches on Naver rose by approximately 40% in September compared to the average of the previous three months. Searches for products like 'Dorelan bed' and 'Dorelan mattress' saw substantial growth.
Dorelan is currently airing its first television advertisement featuring fine dining chef Son Jong-won across 17 terrestrial and cable channels. The campaign began on October 1 and will continue through this month.
Since entering the South Korean market in 2009, Dorelan established a local subsidiary in 2022 and opened a flagship store in Nonhyeon-dong, Seoul, in 2023. The brand is now intensifying its efforts to penetrate the domestic premium market with this year's inaugural TV advertisement.
The campaign slogan is 'Adding Art to the Science of Sleep, Fine Sleeping.' Dorelan Korea explains that, similar to how fine dining completes a dish with the best materials and techniques, the brand aims to elevate the bed from mere furniture to an exceptional daily experience.
Founded in 1968 in Forli, Italy, Dorelan is a 100% 'Made in Italy' brand that manages the entire production process from planning and raw material sourcing to finished product manufacturing at its own facilities in Italy. The company holds a patented material called 'MyForm' and supplies bedding to Europe’s top luxury hotels and cruise ships.
A representative from Dorelan Korea stated, 'Dorelan is a brand with 58 years of technology and heritage in Italy, but it is just beginning to be recognized as a new option for South Korean consumers. Following our first TV advertisement, we are seeing a rapid increase in consumers seeking out the brand and products, and we will expand opportunities for them to experience Dorelan in stores.'
* This article has been translated by AI.
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