We will enhance Emart24's competitiveness through various differentiated products and store facility improvements.
On the afternoon of the 18th, Gyeonggi Northern Region Head Lee Kang-young of Emart24 held a "2026 product briefing" for franchise owners (store owners) at "Emart24 Magok Premium" in Gangseo District, Seoul, and said this.
Magok Premium is the first store in eight years to have its entire space redesigned since the "With Me" convenience store, the predecessor of Emart24, was rebranded as "Emart24" in 2017. It was created as a kind of "model house" that encapsulates Emart24's new store direction in a single space.
Recently, Emart24 set up prototype stores in seven regions nationwide, including Gwangju, Daejeon and Busan, starting with Magok Premium. From the 16th through today, and again on the 23rd–24th, it is holding product briefings for about 380 franchise owners nationwide.
Unlike existing Emart24 stores, the Magok Premium sign adjusted color and size to improve visibility. Inside, white, yellow and coral are used extensively to create a bright, warm atmosphere, and curved shelves and tables are applied throughout to give a comfortable feel. The design aims to extend dwell time so that it naturally leads to purchases.
Im Sun-hyeok, who operates the Emart24 R Jongam Raemian store in Gangbuk District, Seoul, said, "From a franchise owner's standpoint, what was impressive was not just changes to the interior but a strategic spatial design that increases dwell time and raises the average ticket."
Emart24 is also putting weight behind product improvements alongside its store renewal. After unveiling 400 differentiated products this year, it plans to add 600 more next year. Head of Team Lee Sang-il of Emart24's sales team said, "The core of next year's product strategy is to foster hit and trend products, expand private label (PL), and strengthen core convenience store categories," adding, "We will actively launch products that help franchise owners, based on hit products that actually translated into sales performance."
To that end, Emart24 established a "trend lab" this year and will introduce an AI-based product planning system. It also plans to expand touchpoints with external trends, such as influencer collaborations, to boost both speed and completeness in product development.
In fact, Emart24 has launched numerous new products since the second half of this year. Led by Chosun Hotel chef Son Jong-won, it has expanded collaborations with star chefs such as Choi Hyun-seok, Lu Ching Lai and Austin Kang. It is also strengthening its dessert lineup, spearheaded by the signature dessert "Seoul Daebbang." It is actively collaborating with Shinsegae Group affiliates such as Shinsegae Food and Chosun Hotel.
Recently, it also launched the private labels "ye!low" and "Seongsu 310." Ye!low is a brand that carries the meaning "quality is ye! price is low," offering a variety of products—from snacks, beverages and coffee to household goods such as toilet paper and wet wipes—at relatively affordable prices. Seongsu 310 combines Seongsu-dong, where Emart24's headquarters is located, with the road address "310," and offers items ranging from instant cup coffee using coffee machines to pouch drinks and bakery products.
In addition, Emart24 renewed its private wine brand "COMO" this month and introduced a new lineup with a stronger assortment of varieties and origins. It plans to sequentially release a total of 12 renewed products by next year to strengthen brand competitiveness.
As it rolls out many new products, Emart24 is also pursuing win-win support to reduce the burden on franchise owners. To allow owners to order the headquarters' differentiated products without pressure, it is expanding incentives when introducing new items and operating 100% disposal support for flagship differentiated products. Emart24 also provides newly developed products to franchise owners for sampling.
Emart24 has embarked on a sweeping store and product overhaul to improve performance and resume store expansion. It posted losses of 23 billion won in 2023 and 29.8 billion won in 2024, and its cumulative loss for the first through third quarters this year reached 22.6 billion won. Recently, it also conducted its first voluntary retirement since its founding for employees at the Director General level and above.
Over the past two years, Emart24 has focused on strengthening fundamentals by closing inefficient stores. The total number of stores increased to 6,598 at the end of 2023 but fell to 6,130 last year, and decreased further to 5,747 in the third quarter of this year. Roughly 850 stores have disappeared over the past two years.
However, Emart24 plans to resume expanding its store count through store and product innovation. Starting next year, it is aiming to open about 650 new locations centered on innovative stores.
An Emart24 official said, "Through prototype stores nationwide, existing franchise owners will be able to confirm the direction of store renewal, and new entrepreneurs will have a chance to see Emart24's direction," adding, "We will continue to devote ourselves to operating strategies and product development that can raise franchise owners' satisfaction in terms of both buzz and profitability."