Hyundai L&C Launches Drive to Capture B2C Building Materials Market

Operating a Kitchen Countertop Specialty Showroom in Partnership with Hyundai Livart and IKEA

Engineered Stone Exhibition Hall

[Asia Economy Reporter Kim Cheol-hyun] Hyundai L&C is seeking to transform its business structure, which has been centered on business-to-business (B2B) transactions. The company is launching a showroom specializing in kitchen furniture countertops in collaboration with domestic and international home interior companies, and is also initiating the expansion of its business-to-consumer (B2C) building materials business by releasing a large number of new products using interior films.

Hyundai L&C, a building materials specialist affiliated with Hyundai Department Store Group, announced on the 15th that it will operate the premium kitchen countertop showroom 'Kanstone Premier Partners' in partnership with Hyundai Livart and IKEA. Kanstone Premier Partners is a store that exhibits and sells kitchen furniture countertops and operates in a 'shop in shop' format within Hyundai Livart and IKEA showrooms. Hyundai L&C recently opened Kanstone Premier Partners showrooms at a total of 16 locations, starting with the Livart Style Shop Gangnam showroom, including 12 large Hyundai Livart showrooms and 4 IKEA stores.

This move is interpreted as an effort to raise brand awareness of 'Kanstone' among general consumers. A company official said, "Kanstone is the number one brand in the domestic engineered stone market share, but since the business has mainly targeted B2B and interior companies such as new apartment constructions, it has been somewhat unfamiliar to general consumers. We expect that operating Kanstone Premier Partners will enhance recognition in the B2C market."

Hyundai L&C plans to display not only Kanstone but also the artificial marble 'Hanex' in each showroom, and assign countertop specialists to provide customized proposals on design patterns, colors, and shapes optimized for the kitchen furniture products selected by customers. A Hyundai L&C official stated, "To target the B2C market, we are also negotiating with overseas premium kitchen furniture brands in addition to well-known domestic home interior companies like Hyundai Livart to operate Kanstone Premier Partners showrooms."

Alongside this, Hyundai L&C will introduce a large number of new products for the DIY (Do It Yourself) interior market, suitable for both B2C and B2B. Recently, Hyundai L&C expanded its product lineup to over 430 types by launching about 60 new types of the interior film 'Bodak.' It also recently released a new concept wall material called 'Bodak Wall,' which utilizes interior film technology, and is actively expanding its sales network by opening dealerships.

Starting with the operation of the kitchen furniture countertop-exclusive showroom, Hyundai L&C plans to expand B2C touchpoints across various product categories. In addition to expanding offline sales networks, the company is building online sales channels and plans to develop additional products suitable for both B2B and B2C, such as 'Bodak Wall.' A Hyundai L&C official said, "Through expanding sales networks and developing specialized products, we will diversify our business structure, which has been concentrated in the B2B sector, by entering the B2C building materials market."

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