[Today's New Arrival] GS Shop Launches 'Barossum' Lifestyle Brand... "Expanding PB in Living Category"

Launch of Barossum, a Lifestyle Brand, with Its First Product
"Rising Importance of Exclusive Products... Expanding In-House Brands from Fashion to Living Goods"

On September 23, GS Shop announced that it will expand its private brand (PB) and exclusive planning products within its living goods category. This strategy aims to increase the number of differentiated products amid a sluggish market and intensifying competition.

On August 14, GS Shop launched the 'Barossum Sensitive Toothpaste.' Barossum is a lifestyle brand planned by GS Shop. Based on its own customer research, the company identified high demand for products related to sensitive teeth in the oral care market and chose toothpaste as its first offering. Although the product contains similar ingredients to well-known brands, such as 5% potassium nitrate and 1,426 ppm fluoride, it is characterized by its highly competitive low price.

GS Shop exclusively launched products in the living category last August, including the 'Barossum Sensitive Toothpaste' and the 'Huystorm BLDC Ionic Plasma Hair Dryer'. Provided by GS Retail

On August 20, GS Shop also exclusively introduced the 'BLDC Ionic Plasma Hair Dryer,' co-developed with the domestic home appliance manufacturer Huystorm. This product offers performance comparable to hair dryers in the 100,000-won range but is priced in the 60,000-won range, making it an excellent value for money. Designed specifically for TV home shopping broadcasts, the product sold to over 4,000 customers within a month of its release, with total order value exceeding 300 million won.

GS Shop is also focusing on expanding its proprietary brands in the fashion category. Notably, 'Core Authentic' achieved 47 billion won in order value in the first half of this year, representing 250% growth compared to the previous year. At the end of last month, the company rebranded and relaunched 'Rene Crew,' reaching 4 billion won in order value within about two weeks. This month, GS Shop is renewing 'SO,WOOL' and launching the urban athleisure brand 'Buntroi,' continuing its focus on expanding in-house brands.

A GS Shop representative stated, "As the home shopping industry evolves, the importance of exclusive products and brands is growing, and we are expanding this focus from fashion to living goods. By leveraging data to offer high-quality products at reasonable prices, we aim to increase customer satisfaction while also contributing to the growth of our partners."