Lotte Homeshopping Expands PB... Now Capturing 'Fruits' Alongside Fashion and Health Supplements

Launched 'Haruilgwa' After One Year of Preparation
Collaboration with Excellent Domestic Farms
First Sale of Haruilgwa Washed Apples on the 10th

Lotte Homeshopping PB 'Haru Ilgwa' Washed Apple Product

[Asia Economy Reporter Cha Min-young] Lotte Homeshopping will launch its first fresh food private brand 'Haruilgwa' on the 10th.

Lotte Homeshopping's premium fruit brand Haruilgwa means 'a healthy lifestyle enjoying one fruit a day.' With the concepts of 'health,' 'honesty,' and 'simplicity,' it plans to introduce products that are beneficial to health and convenient to eat through a strict inspection process. It plans to introduce high-quality fruits such as apples and peaches in collaboration with excellent domestic farms and fresh food specialists.

At 4:40 PM on the 10th, it will launch Haruilgwa's washed apples (9kg·59,900 KRW). Produced in Gyeongbuk, the largest apple-producing region in Korea, only the 'Mishima variety,' known for its sweetness and texture, was carefully selected. Among them, top-grade products weighing over 300g, with a sugar content of over 13 Brix, and color (shiny gloss) over 80% were chosen. To maintain freshness immediately after harvest, smart stick treatment was applied, and it underwent a five-step washing process with electrolyzed ion water, allowing it to be eaten with the skin without additional preparation. Considering the environment, it is individually packaged in paper boxes instead of plastic for delivery.

As part of its key growth strategy focusing on product differentiation, Lotte Homeshopping plans to expand private brand development into other areas such as food, based on the success of its own fashion brands like 'LBL.' The launch of the health food private brand 'Daily Balance' last month was also part of this strategy. In particular, food products have low return rates and high repurchase rates, making them a profitable category in TV home shopping.

Park Hyung-gyu, head of Lotte Homeshopping's Living Division, said, “As part of product differentiation, after about a year of preparation, we are launching our first fresh food private brand Haruilgwa. With the increase in people eating at home due to COVID-19, the demand for premium fruits is also rising, so we plan to continuously introduce excellent quality and reasonably priced private products reflecting customer preferences.”

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