Hanssem, Targeting the 'Millennial Generation' in Earnest with Brand Strategy Overhaul

Kim Yoon-hee, Head of R&D at Hanssem, announcing Hanssem's new brand strategy.
[Photo by Hanssem]

[Asia Economy Reporter Kim Jonghwa] Hanssem announced on the 27th that it will unveil a new product development strategy including revamping the product development process, repositioning products, and rebuilding the brand, and will actively target the millennial generation (late 20s to early 40s), which has emerged as the main force in the home interior market.

Hanssem decided to unify home remodeling and home furnishing products under a single concept and prioritize reorganizing the product development process. Until now, home remodeling products and home furnishing products were developed separately without a consistent concept, which was self-assessed as somewhat lacking the "Hanssem identity." To address this, Hanssem will announce a "Season Trend Palette" every year that gathers seasonal trend colors and materials, and propose home remodeling and home furnishing products with a consistent concept.

The product positioning will also be reorganized to strengthen premium products in both the home remodeling and home furnishing sectors. In the home remodeling sector, the "customized interior" line that actively reflects customers' individuality and preferences will be reinforced. In the home furnishing sector, where there is a strong trend toward premium sofas and ultra-high-end mattresses, Hanssem plans to maintain the competitiveness of existing mid-range products while adding a premium product lineup.

In particular, in the home furnishing field, Hanssem will establish specialized brands for each category such as mattresses, sofas, children's rooms, and studies. Currently, Hanssem operates the mattress specialty brand "Four Season" and the children's storage specialty brand "SamKids." For categories like sofas and studies that do not yet have individual brands, specialized brands will be established in the future.

Kim Yoonhee, head of Hanssem R&D, said, "We will actively collaborate with other brands in various fields such as product development, exhibition, and marketing to create new markets and consumer cultures."

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