[Mediapen=Kim Young-jin] Bodyfriend's next goal is to sell 10,000 luxury massage chairs in Europe by 2024.

Bodyfriend announced this plan in its flagship store opening on Boulevard Haussmann, located in central Paris on June 27th.

This is the first exhibition directly operated by Bodyfriend to be opened in Europe. Bodyfriend aims to become a premium health care brand in Europe by fulfilling the customers’ demand for luxurious design and function of massage chairs.

Lee Jong-kyu, the head of Bodyfriend European corporation will be in charge of entering the European market and successfully meeting the company’s goal to sell 10,000 units by 2024 and expanding to 10 European countries by 2022.

“In Europe, there are lots of elderly people who are financially stable, and they have much interest in health care and well-being.” said Lee. He added “Bodyfriend will target those consumers, including professionals and corporate executives.”

Bodyfriend also announced plans to directly or indirectly enter 10 European countries centered around Paris. In addition to the Paris flagship store, it will advance to Milan and London.

It is known that an executive of Harrods recently visited Bodyfriend Korea's headquarters. Harrods is the most luxurious department store in UK.

Mr. Lee commented that he successively sold 30 luxury massage chairs during 3 pop-up stores held in Europe before the opening of the flagship store.

Right now, 30 may seem like a small number. However, Mr. Lee stressed that considering the European market, where massage chair is unfamiliar, this was a great achievement.