Carrier has launched 'Modevi,' a home appliance brand targeting one- and two-person households, centered on the younger generation.
'Modevi' targets the MZ generation and one- and two-person households, and consists of products that offer excellent space efficiency with stylish designs and moderate, not-oversized dimensions. The company plans to establish an independent brand by presenting home appliances suited to a young sensibility for 'Modevi' consumers who pursue their own lifestyle. In particular, 'Modevi' is characterized as a 'Fit-in' product that fits perfectly into personal spaces, equipped with the colors, designs, and differentiated features consumers want, in line with the brand concept. The first products launched under the 'Modevi' brand are the 618-liter 'Fit-in 4-Door Refrigerator' and the 'Wine Edition Refrigerator.'
The 'Fit-in 4-Door Refrigerator' offers ample capacity for one- and two-person households and is suited to customers who want to use their kitchen space efficiently. The company stated that it launched the product to broaden customers' range of choices, since large-capacity models still dominate the refrigerator market despite the recent increase in small households.
Ahn Ji-hong, director of Carrier's Business Strategy Division, explained, "The number of one- and two-person households in Korea is rapidly increasing, yet refrigerators of 800 liters or more account for more than 70% of the market," adding, "If you buy an 800-liter refrigerator, your use of kitchen space can be very limited." In addition, the 'Wine Edition Refrigerator' is a combination refrigerator that can store wine in its lower section, holding up to 16 bottles of wine, making it suitable for 'home drinkers' who enjoy wine at home. Starting with refrigerators, Carrier plans to expand its lineup of space-saving kitchen appliances suited to single-person households in various ways by next year. Upcoming 'Modevi' products include a kimchi edition refrigerator, a freezer, a compact washing machine, a dishwasher, a microwave oven, an induction cooktop, and a steam air fryer.
A Carrier official stated, "We plan to launch the 'Modevi' brand, tailored to the sensibilities of the current generation, and release a variety of products as we expand our business from the refrigerator segment—which has been well received in the market—into kitchen and household appliances."
Meanwhile, to promote the 'Modevi' brand, Carrier has also released three brand films carrying the message 'When your appliances change, your life changes,' targeting its key audiences of single-person households, newlyweds, and home drinkers. 1588-8866