'Magic' that Cooks and Captures Exhaust... Kyungdong Navien Launches Full-Scale Attack on Kitchen Appliance Market

Launch of 'Navien Magic'... Diversifying Distribution Channels
Aiming for 1 Trillion KRW in Domestic Sales by 2028

Kyungdong Navien is launching ‘Navien Magic’ to actively target the kitchen appliance market. The goal is to provide differentiated indoor air quality management services by linking ventilation purifiers with kitchen appliances.

On the 30th, Kyungdong Navien announced that it will sell five product categories under the ‘Navien Magic’ brand: gas ranges, electric ranges, electric ovens, range hoods, and microwave ovens. Having already entered the kitchen appliance market with gas ranges, induction cooktops, and 3D air hoods, Kyungdong Navien expanded its kitchen appliance business by acquiring the assets of ‘Ribechern,’ a specialized range hood company, in 2023, and last year acquiring the business rights for gas ranges, electric ranges, and electric ovens from SK Magic.

To launch ‘Navien Magic,’ Kyungdong Navien relocated SK Magic’s production facilities to its Pyeongtaek factory starting in September last year. After completing mass production approval in November, it gradually increased production volume, expanding annual output to a total of 760,000 units, including 450,000 gas ranges, 260,000 electric ranges, and 50,000 electric ovens. Additionally, it established the ‘Living Environment Business Division,’ composed of sales & marketing and manufacturing departments, to improve operational efficiency. This division is responsible for the entire business, from sales and marketing of living environment appliances to research, quality, and production.

At the Kyungdong Navien Pyeongtaek Factory Promotion Center, Navien Magic products such as the 3D Air Hood and electric range induction are on display. Provided by Kyungdong Navien

Kyungdong Navien plans to expand its influence in the kitchen appliance market with the launch of Navien Magic. It will be available not only on the official online platform ‘Navien House’ but also on e-commerce channels such as Coupang and Naver, as well as offline retailers like Hi-Mart and Electromart. At the same time, SK Magic’s sales channels will be converted to Kyungdong Navien dealerships, and Navien Magic sales will be expanded through existing Kyungdong Navien dealerships. Furthermore, it plans to offer an integrated system linked with various living environment appliances such as boilers and ventilation purifiers, providing optimized solutions for living environments.

Kyungdong Navien is strengthening its kitchen appliance business through Navien Magic to enable integrated management of indoor air quality. The kitchen is the place where the most harmful substances are generated at home, with ‘cooking fumes’ containing formaldehyde, benzo[a]pyrene, and others being the main culprits. By applying Kyungdong Navien’s solution, kitchen appliances and ventilation purifiers operate as a single system. When cooking starts on the range, the ‘3D Air Hood’ forms air curtains at the front and both sides. This prevents cooking fumes from spreading throughout the indoor space and quickly exhausts them. Simultaneously, the ventilation purifier linked with the hood supplies clean, fresh air indoors.

Kyungdong Navien is also expanding its ‘ECO Hub’ in Seotan-myeon, Pyeongtaek City, the production base for Navien Magic. Currently, the ECO Hub has an annual production capacity of 2 million units on a 40,000-pyeong site, and plans to expand to a 100,000-pyeong site with an annual production capacity of 4.39 million units. Through this expansion, Kyungdong Navien aims to increase its domestic sales from 411.5 billion KRW last year to 1 trillion KRW by 2028. A Kyungdong Navien official said, “Ahead of our 50th anniversary in 2028, we are preparing innovations for the next 50 years starting with ‘Navien Magic.’ Along with living environment business products, we will strengthen existing core products such as boilers, water heaters, and sleep mats, and expand our business areas into smart homes and cooling, providing solutions that enable optimized living environments.”

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