Lotte Himart Targets Single-Person Households... PLUX Achieves Double-Digit Sales Growth in First Year

Compact and Practical Appliance Strategy Drives Success... Strong Sales of Refrigerators and Portable TVs

'PLUX Exclusive Store' to Open in July... Annual Sales Target Set at 200 Billion Won

Lotte Himart announced on May 21 that PLUX, its proprietary home appliance brand (PB), has achieved double-digit growth just one year after its launch.

Since PLUX was launched in April 2025, Lotte Himart's PB home appliance sales increased by 15% year-on-year through March of this year, and surged by 26% in the first quarter of this year alone.

PLUX has focused on compact and practical appliances targeting single- and two-person households and younger customers. As a result, there are now 11 'PLUX' products that have become bestsellers, each selling more than 10,000 units annually. Among all PLUX products, top-selling items in each category account for 41% of the lineup.

The flagship product, 'PLUX 245L Grade 1 Refrigerator', ranked No. 1 in refrigerator sales with annual sales of 40,000 units. Other products, such as the portable QLED TV, also ranked among the top sellers in their respective categories.

In particular, there was a notable increase in customers in their 20s. Among PB buyers, both sales and units sold to customers in their 20s grew by about 30% each, and for portable TVs, sales to this age group more than tripled.

Lotte Himart is also expanding its care services, including up to five years of free after-sales service (A/S), trade-in programs for used appliances, and subscription services.

In July, the company plans to open a 'PLUX Exclusive Store' showcasing around 300 products. With this, Lotte Himart aims to increase PLUX sales from last year's 130 billion won to 200 billion won within this year.

Byungyong Park, Head of PB Overseas Sourcing at Lotte Himart, said, "PLUX has established itself as a key strategic brand with remarkable sales growth and expanding customer base just one year after its launch," adding, "We plan to nurture it as a daily-use appliance brand going forward."

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