Meet&CoWOBURN, Mass. — Spring Air International is accelerating its expansion in South Korea through longtime licensing partner BMB Co. Ltd., with plans to grow the brand’s retail presence to 105 locations by the end of 2026.
The expansion would more than double Spring Air’s market penetration in the country, according to the company. New locations will include a combination of authorized Spring Air dealers and company-owned BMB stores.
BMB, a mattress and bedroom furniture specialist in South Korea, has served as a Spring Air licensee since 2009 and has increasingly focused on adapting the brand to local market preferences while maintaining alignment with Spring Air’s broader product and branding strategy.
Myeonggul Choi, President of BMB Co., stated that the success of the partnership stems from continuous exchange and open dialogue with the Spring Air corporate team in the United States. He noted that the collaboration includes regular discussions around manufacturing technologies, materials innovation, and marketing practices, as well as idea sharing across Spring Air’s global licensee network.
BMB currently offers 11 mattress models and one foundation under the Spring Air banner. In 2025, the company introduced two locally produced collections for the South Korean market: the Nova 1926 and Karina.
The Nova 1926 line was developed to commemorate Spring Air’s 100th anniversary and features a reversible topper design, titanium wire, mini-pocket springs, and premium materials including cashmere. The Karina collection emphasizes natural and breathable materials such as camel hair, latex, and coconut fiber.
Looking ahead, BMB plans to broaden its assortment later this year with a new luxury collection featuring materials including horsehair and wool, while also expanding its foam mattress lineup. Choi explained that the strategy reflects changing dynamics in South Korea’s bedding market, where consumer demand is consolidating around established brands and interest in foam mattresses continues to grow.
Nick Bates, President and CEO of Spring Air International, stated that the growth in South Korea underscores the strength of the partnership and Spring Air’s broader international strategy. He described BMB as a trusted partner and expressed confidence in the future of the collaboration as the company continues delivering world-class products for retailers and customers globally.
