The Money-Making Comforter (1)
Okada Sota, the president, was staring at the large monitor set in the middle of the table.
On the screen was a comparison chart of reservation rates for Tokyo’s top luxury hotels.
A month ago, Okura Hotel had been clearly ahead, leading the market with Solinen Prestige bedding as its weapon. But when he looked at the newly updated chart for today, The Peninsula Tokyo was closing in at a frightening pace.
The middle-aged executives and department heads seated around the conference room held their breath and watched the president in silence.
Okada’s expression was anything but normal.
His brow was deeply furrowed, and the way his fingertips tapped the table betrayed his irritation.
He had every reason to be annoyed. Until just a few days ago, he had been saying with easy confidence that there was no need to worry because their bedding was unmatched, while watching the rivals’ pursuit from a comfortable distance.
But now that The Peninsula Tokyo had brought in the same bedding, Solinen Prestige, the situation had changed.
“I never expected them to bring it in this fast...”
Okada murmured under his breath, switched off the monitor, and leaned back in his chair.
He had thought that even if the sleeping-concept trend spread, other brands would at least source different bedding. He had never imagined that a Korean bedding line, one that still wasn’t widely known, would be copied and brought in this quickly.
After all, the existing high-end brands already had plenty of bedding concepts built around the idea of better sleep.
The silence in the room seemed to weigh heavily in one corner of the room.
The dozen or so executives were secretly wondering what sort of rebuke the president would unleash next.
At last, Okada let out a deep sigh and spoke.
“I should have locked up a proper exclusive contract from the beginning. I should have paid more then, if necessary, and made Okura the exclusive user of Solinen Prestige... what a pity.”
Frowning, he recalled the night he had slept comfortably by the bedside.
The soft comfort the Solinen Prestige bedding had given him, and the explosive customer response it had brought with it.
That was how they had surged ahead of rival hotels and sent their reservation rate soaring, but now The Peninsula Tokyo was using the same bedding.
“Their reservation rate is climbing to match ours. If this keeps up, we’ll be back to a dead heat in just a few weeks.”
One executive cautiously raised a hand and offered an opinion.
“President, our Okura Hotel still has the advantage in terms of image, since it has a longer history and greater prestige, so I don’t think you need to worry too much...”
Okada glared at him sharply.
“What nonsense! Haven’t we already seen how something can be overturned in one blow? Just look at how much sales changed because of a single set of Solinen Prestige bedding... Today’s customers are different from the old days. There’s no such thing as loyalty to a company anymore! Do you still not understand that they move only according to efficiency and satisfaction?”
“I’m sorry.”
As soon as he was rebuked, the executives started exchanging glances.
Silence fell again, and Okada spoke as if issuing orders.
“Find a way to keep our reservation rate from sliding. First, we need to reorganize our concept and our events. We were able to raise package prices and still draw guests in, but now that the exclusivity has been broken, we can’t afford such complacent thinking.”
He tapped the table again to emphasize the point.
“Now that the same bedding has entered the market, we need to win customers over with something else. The hotel facilities are already as good as they can be, so in the end it will come down to a battle of events and concepts. Come back with a plan to upgrade the ‘sleep’ concept once more. Something like additional services or a customer-tailored program.”
The executives hurriedly took out their notebooks and began writing.
He was usually a president who gave orders without hesitation, but it had been a long time since he had given them with such a desperate air.
That was how much of a blow the failure to secure exclusive use of Solinen Prestige had been to President Okada.
“For now, do market research and check the gap between The Peninsula’s reservation rate and ours every day. Also analyze why customers are leaving us for them. If there’s anything we can add, have the planning team, design team, and PR team all work together on ideas and make them happen.”
“Yes, sir.”
The meeting ended, and the executives returned to their desks and began turning over new ideas in their heads.
*
In the conference room of Hanil International headquarters, President Jo Kang-min reviewed the final presentation materials with a tense expression.
At his side was a thick report titled Hotel Business Innovation Strategy.
These were materials prepared after spending nearly three sleepless nights following the visit to Okura Hotel.
To be precise, they were materials his employees had prepared after nearly three sleepless nights under his orders, but President Jo believed it was as good as his own work.
“Report.”
“Yes, sir.”
Jo Kang-min, who had been waiting anxiously, entered after the secretary opened the door for him.
Chairman Cha Sang-wook was sitting slightly slouched to one side, gazing out through the floor-to-ceiling windows at the trees and grass. There was an almost maddening ease to his posture.
“Chairman.”
“Sit.”
When President Jo offered over the report, Chairman Cha glanced through the pages with indifferent eyes.
Ten minutes passed, then twenty, then thirty, and Jo could not even breathe loudly.
It was only after a full hour had gone by that Chairman Cha set the report down and said, “At least you’re not an idiot.”
“...Thank you.”
“Is it gratitude that I’m not calling you an idiot?”
“Well... ”
“Forget it. From what I hear, the Peninsula is using the same bedding as Okura?”
It was already easy to confirm in Korea that The Peninsula Tokyo had begun using Haesol Textile bedding.
The hotel was already promoting it.
“Yes. According to confirmation through our local subsidiary, their reservation rate is rising substantially, perhaps because of the package promotion. The buzz is also increasing.”
“So what about you lot?”
President Jo drew a deep breath and got to the point.
“Our proposed innovation strategy has three main pillars. First, the introduction of a ‘theme-room experience.’ Beyond simple lodging, we plan to introduce themed rooms at each hotel that provide guests with a special experience. We’re planning to realize a range of concepts, from ‘Korean Traditional Hanok Suite’ to ‘Futuristic Smart Room,’ ‘Natural Healing Forest Room,’ and ‘Meditation and Wellness Specialized Room.’”
“Will that work?”
The skeptical voice came immediately.
“Of course, cramming all of these concepts into one hotel would be out of place and could only lower the hotel’s dignity. Since each hotel has its own characteristics, we plan to operate them with a small number of programs suited to each one.”
“And?”
“Second, a ‘seasonal specialty program.’ Each season, we’ll prepare special themes and events to give customers a new reason to visit. And finally, the most important part: the ‘Premium Sleep Innovation’ program.”
Chairman Cha opened the final section of the report again, the part about the Deep Sleep Solution.
“After analyzing the success cases of Okura Hotel and Peninsula Hotel, we determined that the sleep experience will become the new competitive edge of the modern hotel industry. We want to take that one step further and provide scientifically verified sleep solutions.”
President Jo continued his explanation in a confident voice.
“We’ll begin by introducing Haesol Textile’s GyeolBit bedding, and then provide an air-quality optimization system inside the rooms, IoT-based sleep-environment control, and personalized sleep consulting services. In addition, we intend to develop a Korean-style sleep program that combines traditional Korean sleep methods with modern science, creating a clear distinction in the global market.”
He also proposed additional innovation ideas.
“On top of that, we’ll introduce digital detox rooms that completely free guests from smartphones and other digital devices, and with AI concierge services we’ll identify customers’ tastes and needs in advance and provide customized service. We also plan to strengthen the dining experience through a local-food-to-table program using regional specialties.”
Chairman Cha fell into thought for a moment, then asked, “So in the end, Haesol Textile is the key?”
“That’s right. We’re considering a direct agreement with Haesol Textile to supply exclusive hotel bedding under a long-term contract.”
“Exclusively...”
“Pardon?”
“Okura Hotel’s advantage. Once that was taken away, it ended in just a month, didn’t it? Are we going to end up the same way?”
“Ah, yes. I’ll make sure we proceed with exclusivity.”
It didn’t sound easy, but President Jo Kang-min resolved to make it happen somehow.
*
Paris, Loro Piana headquarters office.
Antoine Arnault was focused, tablet in hand.
On the screen were the military-line sketches Jung Seung-hyun had sent him.
“This is really...”
He stopped speaking and scrolled through the screen once more.
Cargo tech jackets, utility cargo pants, town field coats, battle messenger bags.
Every design fused the practicality of military gear with modern sophistication in a way that was almost uncanny.
“Camille!”
Camille Dubois, the chief secretary, hurried into the office.
“Yes, Chairman.”
“Take a look at this.”
Camille took the tablet and studied the screen.
“This is... whose work is it?”
“Evaluate it objectively. What does it look like to you?”
She tilted her head, then stared at the designs on the tablet as if enchanted for a long moment before answering.
“It’s impressive. Especially the silhouette and detailing on these cargo pants. They’re modern, functional, and above all, stylish. Who made these?”
“Jung Seung-hyun of Haesol Textile.”
At the unbelievable answer, Camille’s eyes widened.
“What? You mean the fabric company president made this design?”
“I’m telling you. Isn’t it astonishing? That a textile manufacturer would have this kind of design sense. Look at the line of this cargo tech jacket. It keeps the functionality of a military field jacket, but the shoulder line falls so elegantly... How did he even think to balance it like that?”
He enlarged the image with his finger and showed Camille the details.
“And this pocket placement... it’s not just a copy of military uniform design. The position and size of each pocket are optimized for city life. Smartphone, wallet, keys... On paper it may look a little too detailed, but because everything matches the concept so well, it actually creates a kind of fitting beauty.”
Antoine moved on to the next design.
“And then there are the utility cargo pants. These are truly remarkable. He’s completely transformed the roughness of military trousers. Look at this slim silhouette. It brings out the line of the legs like a sculpture while maximizing mobility. Don’t you think this is... good enough to launch as a brand right away?”
“That...”
Antoine sprang up, paced across the office, then stopped short and said to Camille, “Do you know? Next month, the LVMH Autumn Innovation Showcase is scheduled.”
“Yes, the event held during Fashion Week.”
“This year, I want to use it as a platform specifically for innovative brands LVMH has invested in. And I want to present Jung Seung-hyun’s military line there.”
“But Chairman, the participating brands for that event have already been finalized.”
Already knowing that, Antoine shrugged without the slightest concern.
“Don’t worry. I’ll speak to my father myself. We can arrange a special session in the form of a ‘Loro Piana × Haesol Textile Collaboration.’ Ah, we should probably change the name a bit, shouldn’t we? I’ll have them come up with a plausible brand name by then, so just keep that in mind.”
Seeing Antoine decide everything with such forceful disregard for objections, Camille thought for a moment and then asked, “Will Jung Seung-hyun agree? He’s a businessman, not a designer.”
Antoine smiled with confidence.
“Have you forgotten that he originally studied fashion design? And looking at these sketches... you don’t honestly think he made them without any passion for design, do you? His talent is obvious. I’ll persuade him myself, so you go ahead and tell the person in charge to clear a slot immediately.”
“Understood.”
Rubbing his hands together, his excitement rising, Antoine thought that yet another luxury line might be born from his own hand.
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