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Rakuten targets sleep data in tie-up with mattress maker

E-commerce giant looks to tailor products to individual health needs

Airweave offers a smartphone app that measures users' sleep quality by monitoring their movements.

TOKYO -- Rakuten has partnered with mattress maker Airweave, with plans to use the company's customer sleep data for products and services tailored to the health needs of individual customers.

The Japanese virtual mall operator acquired a stake of over 10% in Airweave for about 1.2 billion yen ($10.8 million) through a private placement. Rakuten will send executives to the company.

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