Linked with Hoods, Cooktops, and Ventilation Purifiers
Kyungdong Navien will newly launch SK Magic's gas and electric ranges and electric ovens, acquired through a business rights purchase last year, under the brand name "Navien Magic" early this year. Since the acquisition contract in May last year, Kyungdong Navien, acting as the general distributor, has been selling these products and has completed preparations for the launch of Navien Magic, including relocating the production line to the Pyeongtaek factory.
According to industry sources on the 14th, Kyungdong Navien is preparing to launch Navien Magic around March. The most important production facility relocation has been completed, accelerating the preparation process. Kyungdong Navien explained that it has obtained all necessary certifications and permits for product manufacturing and plans to start stable production in line with the launch schedule.
Expansion of sales channels to broaden the distribution network is also underway. In addition to Kyungdong Navien’s specialized kitchen appliance dealerships, official online platforms such as Navien House and Coupang will be actively utilized for online sales. There are plans to expand channels later to include Naver Store and others. A service network is also being established. Kyungdong Navien intends to provide after-sales service (AS) for products produced after the launch of Navien Magic. They are also preparing to offer AS for existing SK Magic products.
Based on Kyungdong Navien’s technological capabilities and SK Magic’s brand recognition, which has maintained a leading market share, Navien Magic is expected to expand its influence in the kitchen appliance market. In particular, Kyungdong Navien plans to accelerate its "indoor air quality management" business through this. While condensing boilers contribute to outdoor air quality management, the kitchen appliance lineup focuses on indoor air quality. To this end, since 2021, Kyungdong Navien has led the indoor air quality management market with products such as the "3D Air Hood," gas ranges, and premium electric ranges, as well as the "Ventilation Purifier Kitchen Plus," which links these products with ventilation purifiers. Through its subsidiary Kyungdong Everun, it also expanded its range hood manufacturing base by acquiring the assets of range hood manufacturer "Ribechun."
Kyungdong Navien’s strategy is to provide comprehensive indoor air quality management in various situations such as cooking by linking products released under Navien Magic with ventilation purifiers. Furthermore, bundling these products with boilers will enable more aggressive targeting of the B2B (business-to-business) market. Kyungdong Navien also has a blueprint to achieve annual sales of 300 billion KRW by 2028 through this kitchen appliance business. Kim Yong-beom, Executive Vice President of Sales and Marketing at Kyungdong Navien, stated, "We will successfully launch Navien Magic and actively develop the essential kitchen appliance business for indoor air quality management, completing a blueprint for a comfortable living environment."
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