Lotte Homeshopping Plans Self-Care and Eco-Friendly Products... Created by the MZ Generation

Lotte Homeshopping's underwear brand Pulda.

[Asia Economy Reporter Lim Chunhan] Lotte Homeshopping established an in-house brand (PB) development team composed of MZ generation (Millennials + Generation Z) employees in September last year, and has been developing brands and planning products that pursue value consumption such as self-care and eco-friendliness.

Starting with the high-protein product Uju Protein earlier this year, Lotte Homeshopping introduced the underwear brand Pulda on the crowdfunding platform Wadiz on the 24th of last month. Pulda carries meanings emphasizing comfort and beauty, such as unlocking uncomfortable hooks (Unlock), solving women's underwear problems (Solve), and freely loosening one's body (Free). The project began with planning by an MZ generation underwear merchandiser (MD) and took over six months from material selection, branding, to product launch.

The first product is a pre-cut bra and panty set without decorations, wires, or hooks, enhancing comfort by using a double adhesive bonding method instead of sewing. It differentiated itself with adjustable shoulder straps rather than the running style of conventional pre-cut bras. As a result, the product achieved 25 times the target sales during 20 days of funding after launch. New underwear products such as trunks and thongs will continue to be introduced in the future.