Kyungdong Navien announced on the 13th that it is accelerating its kitchen appliance business based on the acquisition of the sales rights for gas and electric cooktops and electric ovens from SK Magic. Kyungdong Navien has established a sales and service network for kitchen appliances while completing the transfer of production facilities and obtaining related permits. Based on this, the company plans to launch 'Navien Magic' in early 2025 and actively target the kitchen appliance market.
Kyungdong Navien signed a contract with SK Magic in May last year to acquire sales rights for gas and electric cooktops and electric ovens. Currently, it is selling products produced by SK Magic in a general sales agency format and is working towards the launch of 'Navien Magic' in early 2025.
Initially, it is expanding sales channels and enhancing its distribution network. Kyungdong Navien is actively utilizing not only its specialized kitchen appliance dealers but also official online platforms such as 'Navien House' and Coupang, with plans to expand channels to Naver Store and others in the future.
A service network is also being established. After the launch of 'Navien Magic', preparations are underway for Kyungdong Navien to provide after-service for both products produced under the new brand and existing SK Magic products.
The transfer of production facilities has also been completed. Certifications and permits required for the production of gas and electric cooktops and electric ovens have been obtained. Kyungdong Navien plans to commence stable production in line with the launch schedule for 'Navien Magic.' After the launch, it intends to carry out various marketing activities to promote the 'Navien Magic' brand and expand its touchpoints with consumers.
It is expected that 'Navien Magic', backed by Kyungdong Navien's technological prowess and the solid recognition of SK Magic, which ranked 1st and 2nd in market share, will further increase influence in the kitchen appliance market.
Meanwhile, Kyungdong Navien has acquired the assets of the hood specialist company 'Rivechen' through its subsidiary Kyungdong Everrun, enhancing its kitchen hood lineup in addition to the previously sold '3D Air Hood.' The reason Kyungdong Navien is widening consumer choices in the kitchen appliance business is to provide a 'indoor air quality management solution' that integrates cooktops, hoods, and air purifiers to comprehensively manage harmful substances such as cooking fumes.
Kim Yong-beom, chief executive officer of sales and marketing at Kyungdong Navien, noted, "Most preparations for the launch of 'Navien Magic,' including the transfer of production facilities, have been completed," and added, "We will successfully launch 'Navien Magic' and actively develop the kitchen appliance business essential for managing indoor air quality, completing a blueprint for a pleasant living environment."