Shinsegae Casa's Design Strategy Pays Off... Strong Sales of New Products

Expansion of Design Team and Establishment of Design Research Institute
Immediate Market Feedback Reflected Right After Product Launch

Shinsegae Casa's strategy to strengthen its design identity is shining. Since the second half of last year, the sales of Casamia's new products, launched consecutively through the establishment of a design research institute and other efforts, have been increasing by more than 10% every month.

Shinsegae Casa's fabric sofa 'Rone'
Photo by Shinsegae Casa

According to Shinsegae Casa on the 10th, fabric modular sofas such as ‘Rone’, ‘Linz’, and ‘Vienna’, released in November last year, have seen an average monthly sales increase of about 11% until last month. New leather sofa products like ‘Lugo’ and ‘Asti’ also recorded sales growth of about 10% by May this year compared to sales from August to December last year. Additionally, dressroom furniture such as ‘New Robe’ and hotel-style system beds like ‘Le Blanc’ have shown increasing sales trends since their launch.

This is analyzed as a result of Shinsegae Casa’s focus on design. To refine its design direction, Shinsegae Casa expanded its design organization and newly established a design research institute last year. The design organization at Shinsegae Casa includes product planning and development, sourcing, brand strategy, and brand design teams. The goal is to enhance design consistency between in-house brand products and outsourced products and to deliver a consistent identity across all consumer touchpoints including branding, products, and spaces.

At the design research institute, domestic and international furniture trends are studied to develop products that combine aesthetics, safety, and convenience. In particular, the design answers are sought in ‘the natural beauty as it is’ and ‘the sculptural beauty from the simple lines of straight and curved forms.’ Rone, Linz, and Vienna emphasize curves, while Lugo and Asti highlight straight lines. They also pursue the comfortable beauty of natural materials such as solid wood, leather, and natural stone.

Changes have also been made in product production, management, and operation methods. The process from market research to product design and ordering/production has been efficiently shortened to reduce the schedule from development to launch. Minimizing initial production volume to immediately reflect market feedback after product launch and quickly revise and improve is also considered a key strategy. A Shinsegae Casa official explained, “This has increased customer satisfaction by enabling flexible responses to trends and customer reactions.”

Recently, efforts have been focused on developing ‘lifestyle scene’-centered products that allow entire space interiors with a single series. The newly renewed ‘La Maison’ collection series such as ‘Raphael’ and ‘Erne’, launched in February, can be found in various categories including sofas, bedrooms, dining, and living.

A Shinsegae Casa official said, “Customer responses have been positive during the process of reorganizing the existing lineup and launching new series,” adding, “We will continue to invest resources and strengthen organizational capabilities in the design field to nurture a brand with unique designs beyond a premium brand.”

Shinsegae Casa's leather sofa 'Lugo'
[Photo by Shinsegae Casa]

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