Hotels expand sales of PB lifestyle items
South Korea’s hotel industry is expanding sales of private brand (PB) bedding and household goods as they seek to capture consumers wanting to replicate luxury hotel stays at home.
Josun Hotels & Resorts Co. is leading the shift, expanding its bedding-focused brand through six offline stores nationwide, including Shinsegae Department Store in Gangnam, southern Seoul, and its official online mall, Taste & Style.
Since 2021, annual revenue growth has consistently posted double digits at 45 percent, 17 percent, 34 percent, 55 percent, and 38 percent.
The younger demographic is growing as well, with customers in their 20s and 30s making up 40 percent of Shinsegae Gangnam store visitors.
According to the hotel, its repurchase rate stands at 50 percent, with 30 percent of purchases coming from customer recommendations.
“Around 20 percent of customers want to feel the crispness and luxury of the bedding at home after experiencing it during their stay,” said an official from the hotel.
By Kwon Oh-kyun and Han Yubin