April 26, 2024

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[THE INVESTOR] Bodyfriend’s Lamborghini-themed massage chair is expected to see light in the US during the first half of 2018, according to company officials.

“We expect the chair to be introduced at the Las Vegas flagship store in the US, possibly as early as next year,” a spokesperson for the Korean massage chair firm recently told The Investor.

Bodyfriend signed a four-year contract with Italian luxury car maker Automobili Lamborghini to together produce the premium chair together, which is expected to have a price tag of around 30 million won (US$26,100).

Bodyfriend's Lamborghini Aventador-inspired massage chair BF-290

The design for the new chair has been showcased at the CES trade show in January. But it’s taking some time to officially launch the product, as they are sharing more than the brand and design; the chair will feature all kinds of Lamborghini technology such as lighting and engine sounds.

“It’s not just a licensing deal,” the Bodyfriend spokesperson said. “We signed a partnership deal to cooperatively develop and share the related technologies that can be applied to the chair.”

Bodyfriend has been looking to expand its global reach over the past couple of years, seeking to make foray in the US and China. The Korean firm reportedly first approached the Italian carmaker, which since signing the deal with Bodyfriend, has refused to license out its brand to any other chair manufacturer.

Established in 2007, Bodyfriend is a leader in Korea’s high-end massage chair industry. In 2016, the firm had a 66.1 percent market share, with sales reaching 366.5 billion won.

By Song Seung-hyun (ssh@heraldcorp.com)