11st Launches Luxury Brand Pavilion 'Ualuxe'

Authenticity Guaranteed with NFT Digital Certificates, 200% Fake Product Compensation Program

On the 6th, 11st announced the launch of its luxury specialty store, ‘OOAh luxe’.

OOAh luxe is a separate luxury specialty store within the 11st service and is the first vertical service launched under the ‘OOAh’ brand. OOAh luxe is a luxury boutique-style specialty store that sells products from over 1,000 brands, ranging from high-end to contemporary brands. It offers a diverse lineup of luxury items, including high-priced products such as Herm?s and Chanel that cannot be purchased even through opening runs, overseas boutique items, popular vintage Rolex watches, Cartier, and other new and vintage luxury goods. OOAh luxe has onboarded more than 110 sellers with established experience and expertise through a rigorous and meticulous verification process. It has collaborated with leading domestic and international luxury direct purchase services such as Forward, Revolve, and Guhada, and plans to continue partnerships with major luxury services in the future.

All vendors in OOAh luxe issue NFT digital certificates guaranteeing the authenticity of their products. These certificates can only be requested within 11st (excluding PC), and the issued NFT certificates can be received through Kakao’s digital wallet service, Klip. 11st’s strategy is to focus on preventing counterfeit distribution through thorough pre-verification and continuous monitoring to provide a trustworthy luxury service. If a product purchased from OOAh luxe is determined to be counterfeit, the ‘200% Compensation Policy’ will compensate 200% of the payment amount by providing a 100% refund plus 100% SK Pay points.

Additionally, OOAh offers a dedicated consultation service to promptly respond to various needs of luxury buyers. It has partnered with ‘Luxury&All,’ the largest luxury repair platform in Korea, to provide a total service that includes easy estimate comparisons, real-time progress tracking, inspection after repair, and secure delivery for items requiring repair and care. Special discount benefits on service fees are also available exclusively through 11st.

Hyunsoo Park, CBO of 11st, stated, “With the advantages and growth potential of the online luxury market already proven, we started OOAh luxe based on the fundamental principle that 11st’s challenge in the luxury vertical must be a service founded on absolute trust. If we can provide strong trust to customers, 11st’s OOAh brand will establish itself as a unique service in the luxury vertical sector, including various luxury services and lifestyle-focused curated shops to be introduced in the future.”