Decoview "Secrets to Product Proposals in Living Trends... Achieving Sales of 55.1 Billion Won"

Introducing New Trends and Sharing with Customers
Incorporating Customer Feedback on Non-See-Through Chiffon Curtains
Actively Reflecting Opinions... 400,000 Members

[Asia Economy Reporter Yuri Kim] "We aim to present the newest living trends first. We ensure that our products naturally blend into that culture."

At the total home styling brand 'Decoview,' new living trends are introduced every month. Popular items include emotional camping, home offices, and home organization. Mi-hyun Jung, CEO of Decoview (42, pictured), said, "We strive not only to sell products but also to share living-related information and communicate with our customers."

While in the past they suggested overall interior style tips for the spaces where their products belonged, now they share monthly changing trends with customers and propose corresponding cultures. A representative example is 'Clean With Me,' which introduces spring home organization trends. Under the concept of helping with home organization, they share tips and experiences on pantry storage, gap storage, kitchen storage, and home cafe zones. In this process, Decoview products are suggested.

Jung, who previously worked in the design team of a bedding company, founded Decoview at the end of 2006 because she wanted to create products with her own design. At that time, offline stores such as department stores and large marts were the main distribution channels, but she boldly chose an online shopping mall. She had a strong desire to create sophisticated items that could be seen in foreign movies or dramas. The decision was also influenced by the fact that skipping middle distribution steps allowed maintaining price competitiveness while ensuring steady profits.

The company name Decoview was created by combining 'decoration' and 'view,' meaning to present a new perspective in the rigid living market. The representative item that has driven the brand's growth so far is curtains. Jung said, "We put the most effort into reflecting trends while maintaining mass appeal to stay a half-step ahead of other companies."

The recently popular 'non-transparent milk chiffon curtain' uses softly flowing chiffon material but adds thickness to minimize transparency. This reflects customers' desire to protect their privacy. The 'shape-memory blackout curtain' was also made by incorporating customer feedback wanting good wrinkle retention while maintaining the basic function of blocking light.

Since its founding, Decoview has operated its online mall through the global e-commerce platform 'Cafe24.' Currently, the total number of members reaches 400,000. The member growth rate compared to the previous year is 40%. The revisit rate and repurchase rate are 86% and 50%, respectively. Last year, sales reached 55.1 billion KRW, with annual sales growth of 30-50%.

Decoview's official Instagram currently has over 190,000 followers. It posts various home styling information along with reviews directly uploaded by customers. The fact that product information and prices linked to the online mall can be checked directly within the account also helps increase purchase rates. Jung said, "We have grown this much by quickly responding to customer demands so far," adding, "Going forward, we plan to take a step further by improving internal systems for customer convenience, in addition to product design and quality."

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