Hyundai Livart Accelerates Expansion of Premium Sales Network

677㎡ (205 pyeong) Total Interior Store 'Livart Kintex Branch' Opens
Second Store Following Hyundai Department Store Mia Branch, 9 New Stores Opening This Year

Hyundai Livart Kintex Branch. [Photo by Hyundai Livart]

[Asia Economy Reporter Kim Jong-hwa] Hyundai Livart is accelerating the expansion of its premium sales network. In addition to existing road shops, it is applying a premium strategy to its distribution channels by continuously opening new stores in major department stores and premium outlets.

Total interior company Hyundai Livart announced on the 5th that it will open a total interior showroom, 'Livart Kintex Branch,' on the 8th floor of Hyundai Department Store Kintex.

The newly opened Livart Kintex Branch features a 'total interior service' that covers everything from Hyundai Livart's general furniture to kitchen furniture (Livart Kitchen), bathroom (Livart Bath), as well as lighting and home furnishing accessories. This is the second total interior store following the 'Livart Mia Branch,' which was the industry's first total interior store to open in a department store in February.

The entire store covers 677㎡ (205 pyeong) and is divided into living zones and kitchen & bath zones. The living zone displays about 200 types of furniture tailored to each space concept such as living room, master bedroom, and study, while the kitchen & bath zone offers a variety of kitchen cabinet doors, tiles, stone countertops, and bathroom ceramic samples all in one place.

Additionally, a 'Style Zone,' a model house showroom that replicates an 84㎡ apartment, has been set up in one corner of the store. A Hyundai Livart official explained, "This space is designed to allow customers to experience Hyundai Livart's total interior products applied from the entrance to the living room, kitchen, master bedroom, and bathroom all in one place."

Since February, Hyundai Livart has aggressively expanded its premium sales network by opening stores of the No.1 premium home furnishing brands in the U.S., Williams-Sonoma and West Elm, at The Hyundai Seoul, and launching mega interior shops at Hyundai Department Store Mia Branch, Hyundai Premium Outlet Gimpo Branch, and Lotte Premium Outlet Dongbusan Branch.

Hyundai Livart, which opened a total of nine new stores this year alone, plans to open six additional total interior stores and major home furnishing brand stores such as Williams-Sonoma and West Elm at Hyundai Department Store Kintex Branch and Cheonho Branch next year.

Hyundai Livart's expansion of its sales network to major domestic department stores and premium outlets is part of a brand premiumization strategy to strengthen competitiveness in the living sector. Recently, Hyundai Livart has enhanced its design capabilities by developing the industry's first proprietary color manual, the Livart Color Palette, and has been focusing on brand premiumization by introducing Italy's top luxury furniture brand GIORGETTI.

To improve quality, Hyundai Livart collaborated with HOMAG, the No.1 German furniture and wood equipment company in market share, to apply 'laser edge technology' to the finishing of key products for the first time in Korea. Laser edge technology costs more than three times the manufacturing cost compared to the EVA bond adhesive method mainly used in the furniture industry, but it is characterized by excellent finishing quality and durability.

A Hyundai Livart official said, "With the recent increased interest in residential environments, living product categories have become core MDs even in department stores, which are considered high-end distribution channels, reflecting customers' raised expectations. We will continue to expand our premium sales network and make various efforts at the company-wide level to build a differentiated brand image unique to Livart."