Lotte Himart is making a bold entry into the small-family appliance market with the introduction of its new private-label brand, PLUX. This move signals a significant brand transformation for the South Korean electronics retailer, which is unveiling its first new proprietary brand since the launch of Himade in 2016.
Set to officially debut on Monday, PLUX is designed to cater to the growing number of one- and two-person households. The brand aims to offer affordable, energy-efficient, and space-saving appliances specifically suited for compact living spaces. The name “PLUX,” a blend of “plug” and “experience,” reflects the brand’s mission to connect consumers with practical, everyday living solutions through meaningful experiences.
The development of PLUX followed a year-long research and planning process, which included customer consultations and market analysis. The brand was shaped by a deep understanding of the priorities of small households, with a focus on affordability, energy efficiency, quiet operation, and space optimization as key factors for consumers.
Among its initial offerings, PLUX will feature a 330-liter refrigerator that promises top-tier energy efficiency and a quiet operation mode. Priced at 449,000 won (approximately $316), the refrigerator has been designed to meet the needs of customers who prioritize compactness and minimal noise in their appliances. “Because space is often limited, our customers have told us they prefer refrigerators that are both space-efficient and quiet,” said a company official.
PLUX will also introduce a 43-inch (109 cm) mobile QLED TV, priced at 459,000 won (around $323). Developed based on customer feedback, the TV is designed for flexibility, allowing users to move it easily and adapt it to various living spaces.
With PLUX, Lotte Himart aims to redefine the role of home appliances for modern small families and offer innovative solutions that enhance daily living for this changing demographic.
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