Baek Byung-yeul is a journalist at The Korea Times focused on cultural content, including films and cultural events in South Korea. You can contact him at baekby@koreatimes.co.kr to share your insights.
LG Hausys forges home deco partnership with iloom
Choi Young-il, left, vice president of LG Hausys' interior division, poses with iloom CEO Kang Seong-moon after signing a business partnership deal at the LG Z:IN home interior store in Nonhyeon-dong, southern Seoul, Monday. / Courtesy of LG Hausys
By Baek Byung-yeul
By Baek Byung-yeul
LG Hausys has forged a partnership with furniture brand iloom to create synergy in the home interior business, the LG Group building and decorative material arm said Tuesday.
The country's largest home decoration and construction parts manufacturer said it signed a cooperation agreement with iloom at its LG Z:IN home interior store in Nonhyeon-dong, southern Seoul, Monday.
Iloom, an affiliate of furniture producer Fursys Group, is one of the major furniture makers specializing in home furniture.
The two signed the partnership agreement to offer consumers seamless “one-stop shopping,” ranging from home decorations to home furniture products.
“Reflecting the changing home interior market trend here, the two companies signed a partnership agreement to offer consumers one-stop shopping ranging from consulting about home interiors and furniture to purchasing and take the lead in the fast-growing local business-to-consumer interior market,” LG Hausys said.
Under the deal, LG Hausys and iloom will cooperate in every process of the home interior market from product development and distribution to sales.
For instance, they will develop products combining LG Hausys' artificial polished marble stone with iloom's dining furniture.
In product distribution and sales, they will use a shop-in-shop strategy, displaying each of their products at LG Z:IN stores and the iloom showroom.
“Starting August, LG Hausys' products will be displayed at iloom's showroom in western Seoul. More shop-in-shop collaborations will be initiated across the nation,” an LG Hausys official said. The two will also sell each other's products at their online shopping malls.
“By offering the best one-stop interior shopping experience combining LG's quality interior materials and iloom's furniture, we will take the lead in the home interior market,” “said Choi Young-il, vice president at LG Hausys' interior division.
Iloom CEO Kang Seong-moon added, “With this agreement, iloom will leap ahead into a lifestyle brand that offers a better life for consumers.”