CJ OnStyle Participates in 12 Billion KRW Series A Investment in Household Goods Brand 'Saenghwal Gongjakso'

Participation as the Only SI in the First External Series A Round Worth 12 Billion KRW
Expanding Investments in the Living Category Following Premium Living Platform 'CollectionB'

[Asia Economy Reporter Yuri Kim] CJ OnStyle announced on the 22nd that it will participate as a co-investor in a 12 billion KRW Series A funding round for the household goods specialty brand 'Saenghwal Gongjakso' together with venture capitals (VCs) such as IMM Investment and A Ventures.

This round marks the first external investment raised by 'Saenghwal Gongjakso,' with CJ OnStyle being the sole strategic investor (SI) involved. Earlier this year, CJ OnStyle announced plans to more than double its direct and indirect investments to strengthen core categories such as fashion and living, as well as to secure related value chain capabilities. Following last month's investment in 'Brunt,' which operates the premium living platform 'Collection B,' CJ OnStyle has continued to invest to enhance competitiveness in the living category.

'Saenghwal Gongjakso' is a household goods startup that has experienced continuous growth every year since its brand launch in 2015. With the brand slogan "Minimalism for Rational Consumption," it emphasizes differentiated elements such as customer-friendly design, eco-friendly values, and reasonable prices. Currently, it has expanded into 14 countries worldwide, increasing its recognition in the global market.

This investment will enable CJ OnStyle to quickly showcase various new and popular products launched by Saenghwal Gongjakso within its platform. Going forward, they plan to continue diverse collaborations, including joint product development focused on eco-friendly value consumption.

Bae Min-wook, Head of Growth Promotion Team at CJ OnStyle, said, "Household goods are a category that does not follow trends, has a short purchase cycle, and allows for easy repeat purchases, so once brand power is secured, rapid market share expansion is possible. Saenghwal Gongjakso has entered over 60 diverse channels domestically, and faster growth is expected with future category expansion, which led us to participate in this investment." He added, "We anticipate various synergies such as developing collaborative products with CJ OnStyle based on ESG (environment, social, governance) and eco-friendly concepts, as well as planning content and programs linked to mobile live commerce."

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