Targeting the Pet-Specialized Building Materials Market
Hyundai L&C is targeting the specialized building materials market for 'pet famjok' who raise companion animals.
Hyundai L&C, a comprehensive building materials company affiliated with Hyundai Department Store Group, announced on the 30th that it will launch a new wallpaper product optimized for households with pets called 'Pet Wall'. Earlier in April, it released a specialized flooring material called 'The Chaeum' with anti-slip features for pets.
The new wallpaper product 'Pet Wall' specialized for pet-owning households by Hyundai L&C installed. (Photo by Hyundai Department Store Group)
The newly introduced Pet Wall uses a premium material called 'rigid PVC sheet,' which has excellent antibacterial properties. It is resistant to contamination and easy to maintain. The rigid PVC sheet has a surface strength so high that it earned the highest abrasion resistance grade (Grade 5) certified by the internationally accredited testing institute FITI Testing & Research Institute, making it perfect for homes with pets that frequently damage wallpaper.
Additionally, the main product is released as a 'horizontal wallpaper' with a width of 137cm, about 30% wider than regular wallpaper, allowing for separate replacement of only the lower part, which is most prone to damage from pets. Furthermore, it is possible to create a 'two-tone match' interior by installing different designs on the upper and lower parts.
In particular, special attention was paid to safety for pets who frequently come into direct contact with the wallpaper. Safety verification for harmful substances such as phthalate plasticizers and heavy metals was obtained through FITI Testing & Research Institute. Also, it received the 'Pet Product Safety Certification (PS Certification)' from the Korea Kennel Club and the nationally accredited testing institute KOTITI Testing & Research Institute, confirming its safety suitability for pets.
The design lineup includes a total of 20 types, featuring minimal colors such as white and beige, as well as products with accent colors in green and orange tones.
A Hyundai L&C official said, "While there have been wallpaper products in the existing building materials industry with one or two functions for pets, this is the first time to introduce a specialized wallpaper that combines antibacterial and anti-contamination functions with horizontal installation and other specialized features."
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