Lotte Himart Launches Private Brand 'PLUX' Targeting One- and Two-Person Households

Official Launch of Private Brand 'PLUX' on April 21
First Major Overhaul in Nine Years Since 'HIMADE' in 2016
Targeting Young One- and Two-Person Households

On April 20, Lotte Himart announced that it will officially launch its private brand (PB) 'PLUX' on April 21. This is the first major overhaul in about nine years since the introduction of 'HIMADE' in 2016.

Lotte Himart has launched its private brand (PB) 'PLUX'. (Photo by Lotte Himart)

The brand name PLUX is a compound word combining 'Plug,' which means 'connection,' and 'Experience,' which means 'experience.' The brand aims to "connect customers to a better daily life by providing essential value for a smarter self in everyday life."

This launch represents a strategic transformation encompassing all aspects of the PB, including the brand's core values, target customer base, and overall concept. The process included over a year of consulting, consumer research, and product planning. Through this, Lotte Himart has redefined the identity and direction of its PB, establishing the concept of 'everyday appliances'?products that make a difference in daily life through small changes?as the overarching theme for the brand.

The most distinctive feature of PLUX is its clearly defined target audience. The brand focuses on one- to two-person households with a young and modern sensibility, maintaining a consistent concept from product functionality and design to customer communication. This reflects the changing demographic structure. According to Statistics Korea, in 2022, one-person households accounted for 34.1% of all households, and two-person households made up 28.6%, meaning that one- and two-person households together represented more than half of all households. By 2052, the proportion of one- and two-person households is projected to reach 76.8%.

Another key differentiator is that customer experience was incorporated from the product development stage. By analyzing millions of customer data points, the company identified what customers want and what inconveniences they face. Representative products include a single-burner induction cooktop with significantly reduced thickness for easier portability, management, and cleaning, and the 'PLUX smokeless grill.'

Lotte Himart conducted consumer surveys and reflected the results in product development. The 'PLUX 330L refrigerator,' which will be available for pre-order with the brand launch, features a compact size, top-tier energy efficiency (Grade 1), and a beige color design. The 'PLUX ultra-light station vacuum cleaner' was designed to be slim, including only the essential functions.

Lotte Himart plans to offer around 200 PLUX products within the year. A variety of new products are set to launch, including a three-burner electric range with matte glass reinforced glass, a highly cost-effective food waste disposer with drying and grinding functions, and a customizable keyboard that allows users to change keycaps, switches, and the top plate to various colors. Through these offerings, the company aims to establish PLUX as an 'everyday appliance' brand that covers all aspects of customers' daily lives, rather than just another PB product line.

Park Byungyong, Head of PB Overseas Sourcing at Lotte Himart, stated, "Based on customer data accumulated over many years as a leader in the home appliance distribution industry, we are introducing the new PLUX brand with the goal of 'changing the perception of home appliances' in terms of functionality, design, and service." He added, "Our goal is for customers to recognize PLUX not just as a PB product made by Himart, but as a new specialized home appliance brand."