Coupang's private-label (PB) subsidiary CPLB said on the 14th that it officially launched its first premium PB, "Hannundamda." The aim is to diversify its product portfolio by expanding its PB lineup—previously focused on value-for-money daily necessities—into the premium segment.
The first product is toilet paper "Sunyeon." The sheet width, which refers to the left-right width of the tissue, is designed at 102 mm, with a basis weight of 15.5 g. The company said it increased absorbency by making it thicker than regular toilet paper (95 mm sheet width, 13–14 g basis weight). It uses 100% natural high-basis-weight material with Vaseline moisturizing ingredients.
Starting with Sunyeon, CPLB plans to expand the Hannundamda lineup in stages. In household goods, it is preparing kitchen towels made with high-basis-weight material, 100% rayon baby wet wipes, and a highly concentrated laundry detergent with multi-enzymes. In food, it plans to release special-grade NongHyup Yeoju rice produced in Yeoju, Gyeonggi, a special zone for the rice industry, and extra virgin olive oil (500 mL) certified organic in Europe.
A CPLB official said, "We will grow it into a brand that sets a new standard for customers who want products with outstanding quality compared to similar items and reasonable prices."