Lotte Home Shopping Launches Lotte Himart PB Home Appliance Brand 'PLUX'

Launching a 330L Compact Refrigerator
Continuous Release of New Products for Single-Person Households,
Including Portable TVs and Ultra-Light Vacuum Cleaners

On April 28, Lotte Home Shopping announced that it would exclusively launch 'PLUX,' a new home appliance brand introduced by Lotte Himart.

PLUX is a private brand (PB) recently launched by Lotte Himart under the concept of 'changing perceptions of home appliances.' Targeting small households of one or two people, it differs from traditional large and high-function appliances by maximizing space efficiency and offering prices approximately 20% lower than products of the same capacity.

A compact refrigerator from 'PLUX,' the home appliance brand exclusively launched by Lotte Home Shopping. Photo by Lotte Home Shopping

Starting with a compact refrigerator designed for single-person households, Lotte Home Shopping will sequentially release small home appliances focused on cost-effectiveness, such as TVs and vacuum cleaners, on a weekly basis. The company also plans to offer discounts and prize giveaways through multiple channels, including TV, mobile, and social networking services (SNS).

The first product to be broadcast, a 330L compact refrigerator, has half the capacity of those designed for four-person households. It features a rear dust prevention cover to reduce noise and dust, a sterilization filter for hygiene, and top-tier energy efficiency (Grade 1). The free after-sales service period is set at up to five years, which is longer than the typical one to two years for conventional appliances. On May 5, the company will introduce a 'portable QLED TV (priced in the 400,000 won range),' and on May 12, an 'ultra-light station vacuum cleaner (priced in the 200,000 won range).'

Kim Yutaek, head of the Living Division at Lotte Home Shopping, stated, "As demand grows for customized home appliances equipped only with essential features, especially among single-person households, we have launched PLUX to offer both practicality and price competitiveness." He added, "Through ongoing collaboration with Lotte Himart, we plan to introduce a wide variety of differentiated products tailored to the lifestyles of single-person households."