Homeplus announced on the 22nd that it will declare the 'Mega PB' brand encompassing food and non-food private brands (PB, Private Brand) to enhance customer trust and satisfaction. To realize the customer-first value, the company implemented a major overhaul by integrating the existing 'Homeplus Signature' and 'Simplus' PB into the 'Simplus' mega brand.
Homeplus has revamped over 1,400 private brand food and non-food items under the slogan 'Only the necessary quality, simply, a cost-effective brand made by Homeplus' as 'Simplus.' The company plans to unify the 'Simplus' cost-effectiveness with the high quality of 'Homeplus Signature' into the 'Mega PB' integrated brand to engage customers more actively.
The goal of this innovation is to secure the core quality of the PB and build price competitiveness. By focusing on essential quality based on a clear brand identity (Brand Identity, BI), the company aims to create a virtuous cycle structure that reinvests cost savings into pricing, thereby establishing strong product competitiveness while providing consumers with high-quality products at 'optimal prices throughout the year,' making it the best choice in an era of high inflation.
The meal kits and over 120 refrigerated convenience foods will be enhanced as specialized PB and will continue to be operated as Homeplus' convenient gourmet brand 'Home Meal,' aiming for 'a delicious home.' Since introducing 280 PB products in 2000, Homeplus has broken the market's bias of 'products that are only cheap' and has established itself as a brand with quality. It currently sells over 1,400 products, gaining popularity in various product categories such as ramen, label-free bottled water, kimchi, wet wipes, and toilet paper.
In addition, just six days after the declaration of the Mega PB brand (February 12-17), Simplus sales increased by 124% compared to the same period last year. Furthermore, in the recent 11 months (March 2024-January 2025), Simplus sales from Homeplus online increased by 40% compared to the previous year, and item-specific sales surged up to 11 times, solidifying its position.
Based on this customer base, the company plans to accelerate the development of new PB products to expand to more than 2,000 this year. Under the slogan 'Have Simplus today!', the company aims to encompass all daily items that customers experience from essential food items such as ramen, milk, and kimchi to snacks, desserts, home café products, daily necessities, and automotive products, completing the beginning and end of each customer's day with 'Simplus.'
Kim Hyung-hoon, Homeplus PBGS General Director, noted, 'Homeplus, which has always led the industry with fresh ideas, is challenging another product innovation with the integration of the PB,' and added, 'We will establish ourselves as a PB brand that fills all aspects of our top priority value, the customer, with new experiences.'