Hanssem eclipses sluggish construction industry due to strategic B2C investment effect
Nov 12, 2025
Hansam is overcoming the sluggish business with the effect of its B2C investment strategy, while the overall interior industry is struggling due to the prolonged construction recession.
Hanssem has maintained a stable profit structure, posting its 10th consecutive quarter of surplus since the second quarter of 2023. It recorded 441.4 billion won in sales and 6.8 billion won in operating profit in the third quarter of this year, exceeding market expectations. Analysts say that strengthening product competitiveness that encompasses premium and mid- and high-priced markets, reorganizing distribution channels centered on customer experience, and upgrading marketing are working in combination to increase the fundamental competitiveness, leading to structural improvement beyond defending performance.
In recent years, Hanssem has begun restructuring its products, distribution, and marketing to strengthen its B2C competitiveness. Portfolio adjustment centered on core product lines, offline flagship establishment to improve customer experience, and advance marketing activities are the central axis.
In particular, the kitchen sector is a representative example of change. Hanssem's flagship lineup 'EuroKitchen' recorded 13% sales growth year-on-year, increasing its market share in the mid- and high-priced markets after the launch of new products with improved design and storage efficiency. The premium line 'Kitchenbach', which underwent a brand renewal, also grew 44% year-on-year. Communication strategies emphasizing sensitive design, high-quality materials, and construction reliability led to a recovery in demand from premium consumers.
The reorganization of distribution channels was also effective. In June, the direction of offline distribution was redefined by renewing 'Plagship Nonhyeon' on Furniture Street in Nonhyeon-dong, Seoul. As a result of reorganizing it into a premium store that combines experience, counseling, and design rather than a simple exhibition, sales of non-current flagship increased 77% and the number of consultations increased 50% year-on-year. Sales of imported furniture distribution brands 'DOMUS' also increased by more than 80% during the same period, increasing its presence in the high-end living market.
Recently, the flagship store has been expanded to the Yeongnam region. Released in October, 'Plagship Busan Center' is emerging as a representative space for the local premium market, with sales and number of visitors nearly doubling immediately after its opening.
Through advanced marketing activities, sales expansion and profitability improvement were achieved at the same time. At the Teacher Festa held in September, customers' purchasing tendencies, interests, and season characteristics were analyzed to strategically expose key products in the interior, home furnishings, and living sectors to segmented targets. Through this, daily average orders and contracts reached an all-time high, and online home furnishings (furniture) sales increased 27% compared to the first half of the year. In particular, 'Sam Kids Storage' received an explosive response from the family-level consumer group, recording a 97% increase in sales compared to the previous event. This is the result of evolving from price promotion-oriented events to participatory campaigns that provide new brand experiences.
The industry interprets Hanssem's third-quarter earnings as evidence of a business structure transformation, not just 'maintaining a surplus'. This is because product competitiveness, distribution efficiency, and brand awareness are improving even during the recession.
In the future, Hanssem plans to increase its primary competitiveness by strengthening competitiveness in key categories such as student rooms, bas, and kids, expanding distribution competitiveness that connects online and offline, and expanding its mid- to long-term profit base through B2B restructuring.
Hanssem has maintained a stable profit structure, posting its 10th consecutive quarter of surplus since the second quarter of 2023. It recorded 441.4 billion won in sales and 6.8 billion won in operating profit in the third quarter of this year, exceeding market expectations. Analysts say that strengthening product competitiveness that encompasses premium and mid- and high-priced markets, reorganizing distribution channels centered on customer experience, and upgrading marketing are working in combination to increase the fundamental competitiveness, leading to structural improvement beyond defending performance.
In recent years, Hanssem has begun restructuring its products, distribution, and marketing to strengthen its B2C competitiveness. Portfolio adjustment centered on core product lines, offline flagship establishment to improve customer experience, and advance marketing activities are the central axis.
In particular, the kitchen sector is a representative example of change. Hanssem's flagship lineup 'EuroKitchen' recorded 13% sales growth year-on-year, increasing its market share in the mid- and high-priced markets after the launch of new products with improved design and storage efficiency. The premium line 'Kitchenbach', which underwent a brand renewal, also grew 44% year-on-year. Communication strategies emphasizing sensitive design, high-quality materials, and construction reliability led to a recovery in demand from premium consumers.
The reorganization of distribution channels was also effective. In June, the direction of offline distribution was redefined by renewing 'Plagship Nonhyeon' on Furniture Street in Nonhyeon-dong, Seoul. As a result of reorganizing it into a premium store that combines experience, counseling, and design rather than a simple exhibition, sales of non-current flagship increased 77% and the number of consultations increased 50% year-on-year. Sales of imported furniture distribution brands 'DOMUS' also increased by more than 80% during the same period, increasing its presence in the high-end living market.
Recently, the flagship store has been expanded to the Yeongnam region. Released in October, 'Plagship Busan Center' is emerging as a representative space for the local premium market, with sales and number of visitors nearly doubling immediately after its opening.
Through advanced marketing activities, sales expansion and profitability improvement were achieved at the same time. At the Teacher Festa held in September, customers' purchasing tendencies, interests, and season characteristics were analyzed to strategically expose key products in the interior, home furnishings, and living sectors to segmented targets. Through this, daily average orders and contracts reached an all-time high, and online home furnishings (furniture) sales increased 27% compared to the first half of the year. In particular, 'Sam Kids Storage' received an explosive response from the family-level consumer group, recording a 97% increase in sales compared to the previous event. This is the result of evolving from price promotion-oriented events to participatory campaigns that provide new brand experiences.
The industry interprets Hanssem's third-quarter earnings as evidence of a business structure transformation, not just 'maintaining a surplus'. This is because product competitiveness, distribution efficiency, and brand awareness are improving even during the recession.
In the future, Hanssem plans to increase its primary competitiveness by strengthening competitiveness in key categories such as student rooms, bas, and kids, expanding distribution competitiveness that connects online and offline, and expanding its mid- to long-term profit base through B2B restructuring.
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This article was translated by Naver AI translator.
