Hanssem Expands Business Amid Popularity of 'Home Appliances'

Hanssem double-door toothbrush sterilizer.
[Photo by Hanssem]

[Asia Economy Reporter Kim Jong-hwa] Which company produces household and kitchen appliances such as the Daily Oven Toaster, Daily Electric Kettle, Daily Multi-Cooker, shoe sterilizer, and toothbrush sterilizer? It is not a famous electronics company or a small business, but the number one furniture company, Hanssem.

According to Hanssem on the 11th, Hanssem has been showcasing various household items offline at Hanssem Design Park, Hanssem Interior, and online through Hanssem Mall, and recently has expanded its product lineup to include household appliances.

Hanssem began selling household appliances such as hygiene appliances and kitchen appliances in 2015. The products are produced and sold through an Original Equipment Manufacturer (OEM) method without in-house production. Recently, with increased consumer interest in hygiene due to COVID-19 and soaring sales, Hanssem is continuously expanding its household appliance business sector.

Hanssem's hygiene appliances are sold under the brand name 'Hanssem Toktok (toktok)'. The brand name 'Toktok' means to pop the bacteria in daily life. Popular products include knife and cutting board sterilization blocks, shoe sterilizers, toothbrush sterilizers, and sterilization boxes.

Hanssem's hygiene appliance sales in 2020 increased by about 80% compared to the same period last year. As of the end of August, sales rose approximately 20% year-on-year. In particular, the 'Knife and Cutting Board Sterilization Block 3.0,' released in July, was so popular that the first batch sold out within one month of launch.

The upward trend of Hanssem's hygiene appliances accelerated further with evaluations from the Korea Consumer Federation. On April 19, the Korea Consumer Federation announced the results of tests and evaluations on sterilization power and safety labeling of 15 toothbrush sterilizer products sold on the market. Hanssem's '4.0 LED Rechargeable Head Type,' along with O2Care's 'BS-4000' and Freeshe's 'PA-TS700,' sterilized 99.9% of four major bacteria: Staphylococcus aureus, Escherichia coli, Pseudomonas aeruginosa, and Streptococcus mutans.

Hanssem UV-C LED Knife and Cutting Board Sterilization Block 3.0 [Photo by Hanssem]

Building on this momentum, Hanssem is expanding production of hygiene appliance items by additionally launching the 'Hot Air Dish Sterilizer,' 'Spoon Sterilizer,' and the 'SamKids Sterilization Kit,' which can be installed and used in the popular children's room furniture SamKids storage cabinet, this month.

Kitchen appliances such as the Daily Oven Toaster, Daily Electric Kettle, Daily Multi-Cooker, and travel foldable multi-pot are also popular. In August, Hanssem's kitchen appliance sales increased by about 30% compared to the same period last year.

A Hanssem official explained, "While remodeling and furniture, which are Hanssem's core businesses, have long purchase cycles and are strongly purpose-driven purchases, household items and hygiene appliances have relatively short purchase cycles and allow for a variety of product operations. These items are related to the living environment, so expanding Hanssem's business areas with them enables us to offer customers diverse products, which helps activate customer attraction and more."

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