Casamia has newly opened 'Good.com,' a lifestyle-specialized online platform, as part of strengthening its online distribution business. [Photo by Casamia]
[Asia Economy Reporter Kim Jong-hwa] Shinsegae's living & lifestyle brand Casamia announced on the 13th that it has newly launched a new concept online home furnishing distribution platform targeting the millennial generation called 'Guud.com'.
Since joining the Shinsegae Group in March 2018, Casamia has been expanding its business scale by making large-scale investments in overall areas such as reorganizing distribution networks and systems, strengthening product competitiveness, and recruiting personnel. Following the expansion of offline distribution channels by opening 33 new stores from last year to the first half of this year, the strategy is to achieve the targeted 160 billion KRW smoothly by securing consumer touchpoints online with the launch of Guud.com in the second half of this year.
Reflecting the recent spread of Ontact (online face-to-face) consumption and the trend of the millennial generation, who actively communicate online, emerging as a new consumer group in the furniture industry, Casamia has been focusing all efforts on strengthening its online business since last year. Accordingly, it developed Guud.com, a new concept platform differentiated from existing industry online distribution methods, and plans to use it as a new growth engine to secure online market dominance and rise as a top brand in the market.
Guud.com is a large-scale distribution channel encompassing all products related to lifestyle, including furniture, accessories, and living items. It operates as a comprehensive online mall where Casamia is one of the tenant brands, moving away from the existing Casamia brand mall format. Through industry-first attempts such as offering various categories of products and services beyond furniture and presenting unique entertainment, it plans to open the 'Online Home Furnishing Market 3.0 Era'.
First, it offers a differentiated experience through an operational method based on the concept of 'Commerce & Community,' which forms interest and empathy centered on informative storytelling content closely related to customers' daily lives, leading to product purchases. It plans to discover and provide diverse content related to lifestyle, including furniture, interior design, sleep, and health.
Additionally, it has broadened the range of choices by including many stylish domestic and international design furniture reflecting the tastes of the millennial generation. When accessing Guud.com, customers can enjoy the convenience and pleasure of browsing products from their favorite and interested brands all at once, and the platform plans to continuously expand tenant brands. Popular furniture and living brands such as Kareklint, Recolte, Kartell, Essa, and Jaju have joined at launch, with a goal to host a total of about 300 brands by the end of this year.
As part of discovering and nurturing talent related to domestic home furnishing, Casamia actively introduces products and services through collaboration with emerging designers. Projects such as launching collaboration products with emerging designers and new product launches through crowdfunding are underway, providing content that promotes designers and brands, including designers' philosophies and brand values and attractions, actively supporting young designers who will lead future trends.
Um Kyung-mi, head of Casamia's online team, said, "Since we have devoted all efforts to content-linked commerce services based on curation of young and trendy brands and products and storytelling, we expect to grow into the No.1 home furnishing online platform that millennials are enthusiastic about," adding, "We also plan to continuously explore and implement various ways to coexist with emerging designers who have limited opportunities."
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