CJ OnStyle Launches New Kitchenware Private Brand 'Baomont'

Griddle pan from 'VAOMENT,' the kitchenware private brand in the living category of CJ OnStyle.

28cm Griddle Pan Followed by Cast Iron Frying Pan, Cutting Board, and More to be Released
"We Aim to Grow into a Leading Domestic Kitchen and Dining Brand"

[Asia Economy Reporter Yuri Kim] CJ OnStyle announced on the 25th that it will launch a new living category kitchenware private brand (PB) called 'VAOMENT'.

'VAOMENT' is a combination of the alphabets from 'Valuable Object' and 'Moment'. It signifies creating your own precious moments in the kitchen through valuable and useful kitchenware proposed by VAOMENT. The goal is to help female customers aged 35-54, who enjoy the cooking process and have a strong interest in kitchen tools, to enjoy an upgraded kitchen life.

The brand’s first product is the 'VAOMENT 28cm Griddle Pan'. A griddle has a smoother, wider, and flatter surface than a regular frying pan. Its advantages are maximized for pan-fried dishes such as egg pancakes and jeon (Korean pancakes). The low rim height makes it easy to clean and use. Made of cast iron, it offers excellent heat conductivity and retention, and can be used on various heat sources including induction, halogen, gas, and ovens.

Unlike griddle pans sold exclusively for outdoor use, the VAOMENT 28cm Griddle Pan is also suitable for home use and can be paired with a heat-resistant glass cover (sold separately). These products will be simultaneously sold starting from the 26th on CJ OnStyle’s living specialty mall Olive Market and the influencer 'Simply Recipe' group purchase market.

The griddle pan boasts a modern yet luxurious design typical of Northern Europe and is currently one of the most popular kitchenware items among women and camping enthusiasts. Due to its striking black body, it is also ideal for plating directly on the dining table after cooking. In fact, searching 'griddle' on Instagram yields nearly 40,000 related posts, demonstrating its popularity on social media.

In the fourth quarter, products such as cast iron frying pans and cutting boards are also scheduled for release. CJ OnStyle plans to diversify sales channels through its own platform as well as collaborations with influencers to strengthen brand awareness.

Jung Hyun Lim, Head of Living Product Division at CJ OnStyle, said, "VAOMENT offers quality comparable to high-end overseas brands while focusing on customer convenience and reasonable pricing." He added, "Our goal is to expand the brand portfolio to include all kitchen products and grow VAOMENT into a leading domestic kitchen and dining brand."

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