Bodyfriend Launches New Models in Milan
Bodyfriend, a Korean healthcare company, has recently unveiled its new massage chair, which it co-developed with the supercar Lamborghini maker Automobili Lamborghini, at Casa Atellani in Milano, Italy.
When users sit on the massage chair and press the start button, they hear the roaring sound of the supercar from the speaker on the chair. Soon a massage begins with lively music and you get to have an experience like you are riding the supercar Lamborghini.
This is the first time that a healthcare company co-developed a product with Lamborghini. In the launching show, about 200 people including businessmen, Lamborghini dealers, and Italian celebrities had a chance to experience two newly developed massage chairs LBF-750 and LBF-520.
Park Sang-hyun, CEO of Bodyfriend, commented on the background of the collaboration with Lamborghini, "To make Bodfriend known in other countries where massage chair markets are not formed, it is effective to create the feeling of wanting to use it as soon as people see it. That is why we decided to collaborate with a supercar company.”
For this project, Bodyfriend has invested US$30 million so far.
The whole Lamborghini massage chairs are produced in Korea. Bodyfriend has already completed its plant in Gongju, South Chungcheong Province, early this year. At the factory, only the two Lamborghini massage chair models, LBF-750 and LBF-520, will be produced.
Park said, "The two models will be mass-produced at the Gongju factory starting this month and will be shipped from August. We plan to accelerate overseas expansion in New York, Dubai, and Shanghai this year, starting with the launching show in Milan. "
Bodyfriend will also work with Lamborghini on product sales and marketing. Lamborghini dealers are considering a joint marketing of the massage chairs at Lamborghini showrooms around the world. Bodyfriend's goal is to take this as its footstool for growth.
Park said, "We started with 7 people 11 years ago and achieved sales of 412.9 billion won (US$385.5 million) and operating profit of 83.3 billion won (US$77.8 million) last year. We are expecting sales will exceed 500 billion won this year. We will list Bodyfriend on the stock market and will grow into a leading company in the healthcare field. "