Hyundai L&C Targets Global Interior Stone Market... Participates in 'KBIS 2023'

[Asia Economy Reporter Donghyun Choi] Hyundai L&C is accelerating its global interior stone market expansion by participating in the largest kitchen and bathroom exhibition in North America along with the launch of new products.

Hyundai L&C, a comprehensive building materials company affiliated with Hyundai Department Store Group, announced on the 1st that it is participating in ‘KBIS (The Kitchen & Bath Industry Show) 2023,’ held over three days from the 31st of last month in Las Vegas, USA. KBIS is a representative kitchen and bathroom exhibition in North America with over 600 companies participating worldwide, and Hyundai L&C has participated a total of 12 times including this year.

At this exhibition, Hyundai L&C set up a 240㎡ exclusive booth under the theme ‘Art Created by Nature, EARTH’ (a compound word combining ‘Earth’ meaning the planet and ‘Art’ meaning artwork), designed as an Art Theater concept where visitors can appreciate artworks.

Hyundai L&C will showcase a total of over 120 products including the interior stone ‘Kanstone’ (export name Hanstone), which contains more than 90% natural quartz, and ‘Hanex,’ an MMA (methyl methacrylate)-based artificial marble, along with 9 new products.

In particular, the new Kanstone product ‘Opimo Collection’ features excellent strength and stain resistance, while offering more diverse wave and layered patterns than existing Kanstone products, achieving a sophisticated design so precise that it is difficult to distinguish from natural quartzite with the naked eye.

Prior to this, Hyundai L&C expanded its production infrastructure by investing 50 billion KRW in August last year to establish the ‘Sejong Kanstone 2nd Production Line’ at its Sejong plant. This enables an annual production capacity of 2.2 million ㎡ of interior stone. This production scale ranks fourth globally, following Spain’s Cosentino, Israel’s Caesarstone, and the USA’s Cambria.

Seungwon Park, Managing Director and Head of Hyundai L&C’s North America Headquarters, said, “To target the North American market, we are implementing various online and offline marketing strategies, reorganizing direct sales centers, and strengthening sales channels through 3PL (third-party logistics) outsourcing. We aim to become a global top 3 company within the next three years.”