Hanssem selects ‘S.T.A.Y’ as its 2020 home-decorating keyword, based on an analysis of ‘Hanssem Mall’ sales data

Hanssem Co., Ltd. (Chairman and CEO Kang Seung-soo), a comprehensive home-interior specialist company, analyzed the sales data of its own online shopping mall, Hanssem Mall, and selected ‘STAY’ as this year’s home-decorating trend. The word means ‘to remain,’ reflecting the social phenomenon of people spending more time at home since COVID-19.

For the detailed keywords, each letter of ‘STAY’ was used to designate ‘Sanitize,’ ‘Tidy Up,’ ‘At home (a variety of activities at home),’ and ‘Youth (children and adolescents).’ The changes that emerged as people spent more time at home were further broken down into these detailed keywords. This year, interest in hygiene rose sharply due to COVID-19, and sales of home appliances related to ‘Sanitize’ increased significantly. Sales of storage furniture and related household goods for ‘Tidy Up’—keeping the home neat—also grew. In addition, a trend of doing a variety of activities ‘At Home’—by creating spaces such as home offices, home cafés, and home gyms—rapidly gained ground. Finally, as remote learning became widespread, demand for desks, beds, storage units, and the like for ‘Youth (children and adolescents)’ rose considerably.

▲S- Sanitize- As interest in hygiene grew due to COVID-19, demand increased for appliances and furniture equipped with functions such as blocking harmful substances and sterilization. In fact, sales of ‘TokTok,’ Hanssem’s hygiene and sterilization appliance brand consisting of products such as dishware sterilizing dryers and toothbrush sterilizers, increased by about 85% this year compared to the previous year. The top seller across all household goods on Hanssem Mall was also a hygiene-related product, the ‘Knife & Cutting Board Sterilizing Block.’ This product sterilizes and dries cutting boards and knives, showing that interest in kitchen hygiene has risen sharply. As interest in a comfortable sleeping environment grew, the ‘Allergy Care Mattress,’ which prevents mites and fine dust, ranked sixth among the best-selling furniture.

Hanssem’s Homecare Service also drew attention. It comprises △fine-dust-blocking insect screens △air conditioner care △mattress care △disinfection and sterilization care, and service applications in the fourth quarter of this year increased by about 55% compared to the same period last year. This is interpreted as an increase in customers seeking to keep their homes clean by removing mold and outside dust that can threaten their health.

▲T- Tidy Up- The most-loved furniture on Hanssem Mall this year was ‘wardrobe storage’ furniture. It recorded the highest sales growth rate, with sales rising 85% year over year. The increase in ‘wardrobe storage’ sales can be interpreted as a reflection of the desire to keep one’s home neat as people spend more time at home. That is because simply organizing the items piled up in the home can bring a fresh change to the household atmosphere.

Besides wardrobes, storage furniture that can turn even leftover spaces—such as the study, kitchen, and living room—into organized areas was popular. The best seller on Hanssem Mall this year was the ‘Sam Bookcase,’ which surpassed a cumulative sales volume of 2 million units; stacked up (based on a 5-tier, 200 cm-high model), it would equal 16,000 copies of the 63 Building (249 m). Although its original function is a bookcase, by adding dedicated accessories such as doors and drawers it can be used for a variety of purposes, including as a living room cabinet or a kitchen cabinet.

The top-selling household good was also the ‘Poly’ storage box, which can be used together with the Sam Bookcase. Next, the ‘I’m Big Storage Bed,’ which ranked second in Hanssem Mall’s highest sales, is highly popular for its excellent use of space, offering ample storage beneath the bed that can hold seasonal clothing and even bulky carriers.

▲A - At home (a variety of activities at home)- This year, various activities that used to take place outside moved into the home. As a result, demand surged for furniture that supports a variety of at-home activities such as working from home, online classes, home cafés, and home cinemas. First, as interest in home office spaces for remote work grew, Hanssem Mall’s study category sales increased by about 35% compared to the previous year. In particular, interest rose in multi-purpose products for customers who lack space to set up a separate study. The ‘Foret Relax Living Dining Table’ ranked fourth among the best-selling furniture. It is characterized by a lower height than an ordinary dining table and by cushioned chairs, like a sofa. Placed in the living room, it allows people to enjoy a variety of activities—not only dining but also relaxing, working from home, and hobbies.

The number of customers changing their bedroom interiors for comfortable rest also increased. Sales in Hanssem Mall’s bed category grew by about 50% year over year. In particular, hotel-style bed products that can create a comfortable, hotel-like atmosphere at home were highly popular. Hanssem Mall’s ‘Poem Hotel Bed,’ which uses art-wall-design wall panel materials to decorate one side of the bedroom like a hotel interior, received much love this year.

▲Y – Youth- Interest in furniture for children’s rooms was also high. As homeschooling, including online classes, became widespread, demand for children’s room desks rose sharply. In particular, the ‘Tio Desk,’ which allows a learning environment tailored to a child to be created by combining various modules with a desk and bookcase, was popular.

As children spent more time at home, the number of items for them—such as books, toys, and childcare goods—grew, and storage furniture for children’s rooms also became popular. The second best-selling furniture on Hanssem Mall was the ‘SAMKIDS Storage Unit,’ which is popular among households with children because it can neatly and easily store everything from bulky newborn supplies to children’s toys.

Meanwhile, Hanssem is holding the ‘2020 Hanssem Mall Best Awards’ event on its online shopping mall, Hanssem Mall, until January 31, offering product discounts and coupon benefits. The most-loved furniture and household goods of the year can be found at discounts of up to 86%. In addition, starting at 10 a.m., an extra 5% discount coupon (up to 5,000 won) will be given to the first 300 customers, and a 10% additional discount coupon (up to 10,000 won) will be provided to the first 100 first-time Hanssem Mall buyers.

A Hanssem official said, “This year, as people spent more time at home, storage-focused interiors that help keep the home neatly organized drew the greatest attention, and as the functions of the home deepened, interiors for new spaces where people can enjoy a variety of at-home activities—such as home cafés and home offices—also drew attention,” adding, “In 2021 as well, Hanssem Mall will continue to discover hit products loved by customers and to strengthen differentiated services that provide a convenient online shopping experience.”

▲ A popular product on Hanssem Mall in the S- Sanitize category, the ‘Sleeping Code Allergy Care Topper-Type Mattress,’ which creates a comfortable sleeping environment


▲ The No. 1 best-selling ‘Sam Bookcase’ on Hanssem Mall and the No. 1 best-selling household good ‘Poly Storage Basket,’ reflecting the T- Tidy Up trend.

▲ Dining tables are popular in line with the A - At home (a variety of activities at home) trend. Hanssem Mall’s flagship dining table, the ‘Foret Relax Living Dining.’


▲ ‘Tio Desk,’ a popular children’s room furniture item in the Y-Youth trend category.