Convenience store CU said on the 4th that its ultra-low-priced private brand (PB) "Deuktem Series" surpassed a cumulative sales volume of 100 million units. It comes about five years after the first launch in 2021.
CU planned the Deuktem Series around essential categories with high everyday purchase frequency. It was composed around product groups that directly affect perceived basket prices, from basic daily necessities such as instant rice, eggs, and tofu to chicken breast, hot bars, and bar snacks.
As a result, sales of the Deuktem Series have grown every year, to about 14 million units in 2023, about 30 million units in 2024, and about 50 million units last year.
CU plans to strengthen its ultra-low-priced PB strategy with the Deuktem Series at the center. To secure price competitiveness, it will streamline its distribution structure and expand collaboration with small and medium-sized partners with strong manufacturing capabilities to ensure both stable quality and supply.
Park Hee-jin, BGF Retail strategy MD team leader, said, "The Deuktem Series, built on reasonable prices and quality, is a representative example showing consumer trends amid high inflation, having surpassed a cumulative sales volume of 100 million units," adding, "CU will continue to expand its ultra-low-priced PB lineup centered on essential categories so consumers can purchase without price burden."