Announces home interior leadership strategy through the realignment of three core pillars
Strengthening the premium lineup and cultivating specialized brands by category
Hanssem Co., Ltd. (CEO Kim Jin-tae), a comprehensive home interior specialist, has announced a new product development strategy built on three core pillars: ▲a revamp of the product development Process, ▲a realignment of product Position, and ▲a rebuilding of the Brand. Based on this strategy, Hanssem plans to establish itself as a 'trendsetter' for the millennial generation (from the late 20s to the early 40s), which has emerged as the mainstay of the home interior market.
Hanssem unveiled the strategy at an 'R&D Day (Research and Development Day)' held under the theme 'RE;DESIGN' on June 24 at the Hanssem Sangam headquarters in Mapo-gu, Seoul.
This was the first time Hanssem organized an R&D Day, and the event was composed of a total of eight sessions, including △an analysis of home interior trends, △strategies for pioneering new markets, △brand strengthening strategies, and △strategies for enhancing SCM (Supply Chain Management) and product competitiveness.
▲The first strategy of Hanssem's R&D innovation unveiled that day is a revamp of the product development process, centered on developing home furnishing products such as home remodeling and furniture under a single concept. This came out of a self-reflection that 'Hanssem-ness' had been somewhat lacking, as home remodeling products and home furnishing products had at times been developed separately without a consistent concept. To this end, Hanssem plans to announce a 'Season Trend Palette' each year, bringing together the season's trend Color, Material, and Finishing into one, and, based on it, to propose home remodeling and home furnishing products with a consistent concept.
The Season Trend Palette will also be used to compose home interior concepts for entire spaces, such as apartments, by leveraging Hanssem's strength of possessing both a product assortment and construction capabilities across all areas ranging from building materials to furniture.
▲Hanssem also signaled a change in its 'Position,' that is, its strategy for setting core targets. Both the existing home remodeling division and the home furnishing division will concentrate their capabilities on strengthening premium products.
In the home remodeling division, the company will strengthen its customized interior line to actively reflect customers' individuality and tastes. In addition, reflecting the recent trend in the home furnishing industry, where the 'push toward premiumization' is intense—such as with premium sofas and ultra-high-priced mattresses—Hanssem has decided to build an additional premium product lineup while maintaining the competitiveness of its existing mid-priced products.
▲Hanssem is also setting out to redefine its brands. In particular, in the home furnishing field, it plans to strengthen brands specialized in each category, such as mattresses, sofas, children's rooms, and studies. Hanssem currently operates brands including 'Four Season,' a mattress specialist brand, and 'Saem Kids,' a children's storage specialist brand. For categories that do not yet have their own brand, such as sofas and studies, it will build specialized brands going forward.
Kim Yun-hui, head of the R&D Division, said, "We will actively collaborate with other brands across various fields—including product development, exhibitions, and marketing—to create new markets and consumer cultures."