Following Food Waste Disposers, Launch of Cordless Vacuum Cleaner
Slim Design and Automatic Dust Emptying Function
Rising Demand for Small Appliances Amid Increase in Single-Person Households
At Home's small appliance brand 'Minix' is making a full-scale entry into the cordless vacuum cleaner market. Having built its reputation with food waste disposers and dryers, Minix plans to accelerate the diversification of its product lineup, starting with the launch of this vacuum cleaner.
According to the home appliance industry on July 29, the home lifestyle solution company At Home will launch Minix's first cordless vacuum cleaner, 'The Slim', on July 30. As its name suggests, this 'Korean-style station vacuum cleaner' features a slim design, an ultra-lightweight body weighing 1.7kg, and an automatic dust emptying function. Unlike conventional station vacuum cleaners, which are large and heavy to suit Western housing environments, this product has been designed to be small and simple, tailored to domestic housing structures. The company stated, "It is designed for easy storage even in small spaces, and by including only essential functions, we have reduced the price burden."
This vacuum cleaner launch is part of Minix's strategy to expand its product lineup. Launched in 2021, Minix has targeted mainly single-person households and small households with limited living space. Through the 'The Plender' series of food waste disposers and mini dryers, Minix has established a strong presence in the small appliance market. In particular, its mini dryer achieved the number one market share in this segment just two and a half years after launch.
The company's growth has also been remarkable. Since its launch, At Home has maintained triple-digit annual growth rates, and in 2024, it achieved sales of 110 billion KRW, three times higher than the previous year. This year, the company is aiming for sales exceeding 200 billion KRW.
This growth is closely related to the recent increase in single-person households. According to Statistics Korea's '2024 Regional Employment Survey (second half)', as of October last year, there were 8,003,000 single-person households in Korea, an increase of 616,000 compared to the previous year. With this demographic shift, demand for home appliances tailored to single-person households is expected to grow further. Products that make efficient use of space while maintaining practicality are gaining attention in the market for this reason.
At Home is positioning this year as the first year of full-scale external growth. For the first time since its founding, the company has attracted external investment, and in March, it acquired the manufacturer 'Fore' to ensure stable production of the 'The Plender' food waste disposer. In the first half of this year, sales of mini dishwashers doubled compared to the previous year, and sales of food waste disposers surged by more than 300% in the first quarter alone. In the second half, the company plans to sequentially launch new products, including a mini kimchi refrigerator.
A Minix representative said, "We will continue to introduce products that solve customers' everyday space issues and improve their quality of life," adding, "Through relentless product innovation and category expansion, we aim to become a brand chosen by customers."
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