HANSSEM is finding a breakthrough amid the downturn through an upscale strategy and a reorganization of distribution channels centered on customer experience.
On the 21st, according to HANSSEM, HANSSEM's premium kitchen brand "Kitchen Bach" saw third-quarter sales rise 44% from a year earlier. HANSSEM carried out a rebranding of Kitchen Bach this year and unveiled new products for the first time in four years. It applied premium materials and engineering at price points competitive with imported kitchens. HANSSEM said it has established itself not as a simple high-priced product, but as a premium brand based on design and quality.
It is also strengthening its flagship store strategy. In June, HANSSEM opened "Flagship Nonhyeon" on the furniture street in Nonhyeon-dong, Seoul, and redefined the store function as a "brand experience space." Customers receive a differentiated purchase experience across the entire process from consultation to design and installation. According to HANSSEM, Flagship Nonhyeon's third-quarter sales increased 77% year over year, and the number of consultations rose 50%. HANSSEM said that "HANSSEM Flagship Busan Centum," which reopened after a renewal in Oct. in Centum City, Haeundae-gu, Busan, also saw visitors and sales roughly double.
The imported furniture specialty distribution brand "DOMUS" is also expanding its influence in the premium market. The DOMUS hall, which curates major European brands from Italy, Germany, and elsewhere in one space, serves to introduce high-end products with luxurious designs. It posted record-high sales in July at Flagship Nonhyeon, and cumulative sales in Aug.–Sep. increased 82% from a year earlier.
HANSSEM's premium strategy is translating into higher brand trust, the company noted. According to the global research firm Inside Market Research Consulting (IMARC) Group, Korea's premium furniture market is projected to grow from $48,374,000 (about 670 billion won) in 2024 to $61,983,000 (about 860 billion won) in 2033. Premium living demand is expected to continue expanding, with a compound annual growth rate (CAGR) of 2.51% forecast from 2025 to 2033.
A HANSSEM official said, "The brand experience that consumers feel in a space is becoming more important," and added, "We will enhance the completeness of products, spaces, and services across the board."