GS Construction Under Heo Yunhong Focuses on Brand Reinvention with Merchandise Expansion

by Lee Jungyun

Published 28 Aug.2025 08:18(KST)

Updated 28 Aug.2025 08:29(KST)

GS Construction is set to launch the sale of merchandise products utilizing its apartment brand, Xi.

According to industry sources on August 28, GS Construction has added "online retail business" to its articles of incorporation as a new business objective. The company aims to establish an online platform to sell products related to the Xi brand. Items originally included in the welcome kits provided to future residents are expected to be made available for sale. GS Construction stated that its brand and digital departments are currently in the early planning stages of building this online platform.

This move is part of efforts to strengthen the brand. GS Construction explained, "Our goal is to establish a strong brand image among younger real estate buyers," adding, "This is not simply for sales or short-term profit, but to create a channel through which customers can have a positive experience with the Xi brand and build a deeper relationship with it."

GS Construction has been making every effort to enhance its brand image since the collapse of an underground parking lot at an apartment complex in Incheon Geomdan New Town two years ago. In November of last year, the company revamped the Xi brand, which was originally launched in 2002. CEO Heo Yunhong attended the commemorative event. Last month, GS Construction became the first in the industry to open a pop-up store at Incheon International Airport, where it directly communicated its brand philosophy for a month. The company showcased media inspired by its architecture and landscaping on digital billboards, and also held exhibitions and giveaway events for its merchandise products.

Exterior view of the Xi brand pop-up store installed last month at Incheon International Airport. GS Construction