CJ OnStyle Rebrands as 'Atssential,' a Home Furnishing Specialty Brand

Expansion of Product Portfolio

Change of Atssential logo. [Photo by CJ OnStyle]

CJ OnStyle announced on the 16th that it has revamped its living-exclusive brand ‘Atsential’ into a home furnishing specialty brand.

Based on the brand’s core products?bedding, mattresses, and toppers?it will expand its product portfolio to include home furnishing categories beyond bedding, such as storage cabinets, sofas, and furniture.

To expand from bedding to a home furnishing specialty brand, the logo was also renewed. The existing ‘@sential’ logo, which combined ‘@’ meaning space or place and ‘essential’ meaning necessary products, has been changed to ‘Atsential’ for clearer identification and easier brand recognition.

Atsential also opened a pop-up store called ‘Comma’ in Seongsu-dong in collaboration with healthcare home appliance specialist ‘Ceragem,’ incorporating the ‘Healthterior’ trend. At Seongsu Comma, visitors can experience various Atsential products as well as unique photo zones and DIY experience spaces.

A CJ OnStyle representative said, “As the home furnishing market grows due to COVID-19, various living brands are introducing differentiated strategies to secure competitiveness. Atsential will also carry out diverse activities through its revamp as a home furnishing specialty brand to transform customers’ living spaces into valuable places.”