Lotte Himart Expands PB Brand 'PLUX'... Targeting One- to Two-Person Households with Water Purifiers and Freezers

PB Appliance Sales Up 30%... Strengthening Compact and Slim Product Lineup
Subscription, Cleaning, and After-Sales Services Linked... "Expanding Beyond Appliance Sales"

Lotte Himart is accelerating its strategy to target one- and two-person households by continuously launching new products under its own private brand (PB), PLUX. The company aims to expand customer touchpoints by extending beyond simple appliance sales to offer subscription and care services.

On June 18, Lotte Himart announced the launch of the "PLUX 120L Ultra-Slim Gap Freezer" and the "PLUX Cold, Hot, and Ambient Water Purifier."

PLUX is a PB brand introduced by Lotte Himart in April last year, with one- and two-person households as its main target. The brand emphasizes appliances suitable for small living spaces, reasonable prices, and robust after-sales service as its key strengths.

Thanks to the expansion of the PLUX brand, Lotte Himart's PB appliance sales from January to May this year increased by approximately 30% compared to the same period last year.

The newly launched ultra-slim freezer features a slim design with a width of 356 mm, making it suitable for installation in narrow spaces. It also offers a convertible freezer-refrigerator function and up to five years of extended warranty service.

The cold, hot, and ambient water purifier, launched alongside, features a subscription service. During the 36-month subscription period, it provides regular filter replacements and cleaning services, along with up to three years of extended warranty benefits.

Lotte Himart has recently been focusing on strengthening subscription and care services, moving away from an appliance sales-centered business structure. Currently, through "Himart Subscription," the company offers 1,200 products across 29 categories from 33 brands. Since March this year, the subscription service has been expanded to the PLUX brand and is being rolled out to key items such as air conditioners, washing machines, and rice cookers.

Lotte Himart plans to introduce about 60 additional new PLUX products this year and will continue to expand service areas, including subscription, cleaning, and extended warranty.

Park Byoungyong, Head of PB Overseas Sourcing at Lotte Himart, stated, "We will continue to introduce differentiated products tailored to the residential environments and lifestyles of one- and two-person households," adding, "We aim to nurture PLUX as Lotte Himart's key strategic brand."

This content was produced with the assistance of AI translation services.