"Bring Energy to Staying Home" … Lotte Mart Launches Home Living 'Designer Collection'

Exclusive Sale of Over 40 Types of Home Fabrics and Tableware
Reflecting Premium Trends Preferred by the MZ Generation

[Asia Economy Reporter Jo In-kyung] Lotte Mart announced on the 25th that it has newly launched the 'Designers Pick' line, a designer collection of the home living brand 'Room by Home,' and will showcase the luxurious and elegant 'Penthouse Series' tableware and home fabrics.

Since last year, as concerns over the spread of COVID-19 increased and people spent more time at home, there has been a rise in demand for high-quality living products that reflect diverse and segmented customer tastes, featuring sophisticated designs and functionality. According to Lotte Mart, the 'Room by Home Premium Crystal Wine Glass Set' from the German company St?lzle, launched last year, saw sales surge by 162.9% from April 1 to the 23rd of this month compared to the same period last year. The functional 'Room by Home Anti-Dust Bedding Set,' introduced to customers for the first time this spring, has also been praised as a high-quality, cost-effective product.

In line with this trend, Lotte Mart plans to develop differentiated private brand living products through collaboration with professional designers and intensify communication with the MZ generation, who value taste and consumption. Since 2017, the 'Room by Home' special edition, released every season through a 'design contest,' will be presented as a premium line targeting these younger generations.

The first of these, the Penthouse Series, reflects the psychology and needs of consumers who want to enjoy their own home parties and engage in 'Instagrammable flex' (the act of purchasing expensive valuables to showcase one's wealth and success) amid the stifling pandemic daily life. It consists of over 40 home living items, including classic patterned tableware suitable for dinner table settings, luxurious and elegant wine glasses, and table mats. Representative products include the 'Room by Home Penthouse Coffee Cup Set' priced at 9,900 KRW, 'Room by Home Gold Goblet' at 8,900 KRW, and 'Room by Home Penthouse Tablecloth (Gray/Gold)' at 26,900 KRW.

Han Ji-hyun, head of Lotte Mart’s home division, said, "In line with the recent trend of preferring high-quality and taste-driven living products, we aim to strengthen communication with the new consumer base, the MZ generation, through the Designers Pick line, and hope to bring vitality to customers’ daily lives exhausted by the prolonged COVID-19 pandemic and staying at home."

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