Furniture Industry Launches 'Kitchen War' from the Start of the Year

Three Major Furniture Companies Compete with Content, Showrooms, and New Products
Kitchen Remodeling Bets on High Profitability and Scalability

From the beginning of the year, competition among furniture companies in the kitchen remodeling market has been heating up. While Hanssem is generating buzz through content marketing, Shinsegae Casa and Hyundai Livart are strengthening their market strategies by expanding showrooms and launching new products, respectively.

According to industry sources on January 19, Hanssem has ramped up its marketing efforts after participating as the official special partner of the recently concluded Netflix cooking competition program "Black and White Chef 2." Hanssem maximized its brand exposure by showcasing a specially manufactured extra-large pantry cabinet in the show's semifinal stage, "Infinite Cooking Paradise," and presenting its premium kitchen product "Euro 900 Tate Island" in the final stage. On January 15, Hanssem continued to attract attention by inviting a customer jury to a rematch event featuring two of the show's chefs at the Hanssem Flagship Nonhyeon in Nonhyeon-dong, Gangnam-gu, Seoul.

Hanssem analyzed that, due to the influence of the show, sales of its premium kitchen brand "Kitchen Bach" in December last year increased by approximately 80% compared to the previous year. Hanssem has also appointed Chef Ahn Sungjae, who appeared as a judge on "Black and White Chef 2," as its ambassador and is running the "Kitchen is Skill" campaign.

On the 15th, Chef Jung Ho-young is presenting a dish at the 'Black and White Chef Rematch (RE:MATCH)' event held at the Hanssem Flagship Nonhyeon in Nonhyeon-dong, Gangnam-gu, Seoul. Hanssem

Shinsegae Casa officially launched its business activities for the new year by opening the first official showroom of "CucineLla" in Apgujeong-dong, Gangnam-gu, Seoul, on January 1. CucineLla is Shinsegae Casa's ultra-luxury custom kitchen furniture brand, introduced in September of last year. The strategy is to quickly strengthen the brand's presence in the Gangnam area, where demand for high-end residential spaces is concentrated. Depending on future demand trends, the company is also considering opening a second location in Busan.

However, as the brand targets the highest-end market, Shinsegae Casa's priority is to increase the density of customer touchpoints rather than pursue indiscriminate expansion. Accordingly, the Apgujeong showroom focuses on enhancing consultation quality and customized design through a one-on-one reservation system with space design specialists.

Shinsegae Casa unveiled the official showroom of the luxury custom kitchen furniture brand 'CucineLla' on the 4th floor of the east building of Casamia Apgujeong in Sinsa-dong, Gangnam-gu, Seoul, on the 1st. Shinsegae Casa

Hyundai Livart also plans to launch new kitchen remodeling products in the first half of this year and expand its customer touchpoints. The company aims to broaden consumer choice by diversifying its customized options.

Hyundai Livart currently operates a two-track system with its mid-to-high-end kitchen brand "Livart Kitchen" and its premium brand "Richen." In addition, the company has signed an exclusive domestic distribution agreement with Italy's top luxury kitchen furniture brand "Valcucine" and is operating a flagship store on Furniture Street in Nonhyeon-dong, Gangnam-gu, Seoul.

The industry is focusing on kitchen remodeling because of its profitability and scalability. An industry official explained, "Kitchen interior or remodeling projects are often configured as packages that consider the harmony of the entire space rather than partial replacements. High-priced materials such as sinks and island tables are installed simultaneously, which increases both the average transaction value and profitability."

The market environment is also favorable. The Korea Institute of Construction Industry predicted that the domestic remodeling market, including kitchens and maintenance, will grow from 30 trillion won in 2020 to 44 trillion won by 2030.