Lotte Homeshopping Launches Lifestyle Brand 'Olta'

Pursuing Practicality and Comfort, Launch of 21il Mattress

[Asia Economy Reporter Lim Hye-seon] Lotte Homeshopping announced on the 21st the launch of its lifestyle brand ‘ALLTA’ and introduced its first product, the ‘Hybrid Mattress’.

‘ALLTA’ is a premium lifestyle brand with the concept of ‘practicality’ and ‘comfort,’ featuring Nordic-style design and eco-friendly materials. The brand name is inspired by the Norwegian town ‘Alta,’ known as the place with the longest nights in the world.

Since this year, Lotte Homeshopping has been expanding its private brand from fashion-centered products to food and living categories to strengthen its competitiveness. By utilizing big data to analyze customer shopping tendencies and reflecting trends, the company is broadening its private brand range focusing on highly preferred categories. In May, it launched the health food brand ‘Daily Balance,’ and in June, it introduced the fresh food brand ‘Haruilgwa,’ which has gained popularity. Recently, with the increase in time spent at home due to COVID-19, demand for ‘home decoration’ and ‘rest’ has risen, leading to the launch of this private brand. ‘ALLTA’ plans to develop high-functionality, high-quality products directly and minimize distribution steps to offer cost-effective products.

At 8:25 PM on the 21st, the first product, the ‘Hybrid Mattress,’ will be launched. It is a 29cm high, triple-layered mattress designed to provide optimal density and comfort suited to Korean sleeping characteristics.

Considering COVID-19, the product is delivered contactlessly in compressed packaging at 20% of its original size. The box includes a handle and wheels for easy self-installation. The price is around 840,000 KRW (based on queen size), about half the price compared to department store brands. A premium 100% cotton cover is provided with the mattress purchase, and a free trial event will be held to commemorate the launch.