3-Point Summary

• More customers are seeking high-aesthetic brands, leading to a surge in designer furniture transactions.

• The key theme in this year’s real estate market is “customized homes”, driving a trend toward personalized furniture and interiors.

• Leading furniture companies are opening experiential stores to enhance customers’ offline shopping experiences.

High-Aesthetic Furniture & Customization Are on the Rise

Today’s House Reports an 848% Increase in Designer Furniture Transactions YoY

According to lifestyle platform Today’s House, the total transaction value for designer furniture brands in H2 2024 increased by 848% compared to the previous year. A representative from Today’s House stated, “As consumer interest in designer furniture grows, the number of high-engagement users searching for related products has risen by 66% during the same period.”

Industry experts attribute this trend to young consumers who prioritize individuality and aesthetics. Similar to the rise of designer brands in the fashion industry, designer brands are now gaining traction in the furniture and home decor sector. According to Naver Trends, searches for “aesthetics” in relation to furniture have significantly increased, from 83 searches in 2022 to 337 in 2023, and 540 in 2024. A furniture industry insider noted, “Many brands are deliberately incorporating ‘aesthetics’ into their marketing, and this trend is expected to continue in 2025.”

As demand for designer brands grows, offline select shops specializing in these brands are also experiencing rapid growth. Living select shop ‘Movement Lab’ has introduced designer brands like Jackson Chameleon and Munito over the past five years, achieving an annual growth rate of 40%. In 2024, its estimated revenue reached KRW 30 billion (~USD 22 million), and the company recently secured KRW 3.2 billion (~USD 2.3 million) in investment for expansion into global markets such as Japan.

"I no longer buy furniture just for storage purposes. Instead, I carefully select a few high-aesthetic pieces to serve as statement decor." - Customer at RareRaw Select Shop

Movement Lab's Store

2025 Real Estate Market Focus: ‘Customized Homes’

A joint report by Heerim Architects & Planners, R2Korea Real Estate Investment Advisory, and Gallup Korea identifies “customized homes” as one of the key real estate market trends for 2025.

With growing demand for individuality and value-driven consumption, the trend of customizable living spaces is extending to furniture and interior design. Modular furniture systems, which allow users to flexibly rearrange spaces, are becoming more widespread this year.

Modular furniture systems: Innovative designs that allow floors and walls to be easily disassembled, repurposed, or relocated. Some pieces function as self-standing furniture that can be freely positioned within a space.

Samsung C&T’s modular furniture relocation system

This customization trend is reshaping furniture shopping behavior. Retailers like Movement Lab and Today’s House are responding by offering 3D virtual furniture placement services. These services allow customers to virtually arrange furniture, change colors, and explore layout options, perfectly aligning with their customization needs.

Experiential Offline Stores Are Expanding

Lotte Himart’s Shop-in-Shop Strategy: Selling Furniture & Home Appliances Together

“Modern consumers, especially newlyweds and younger generations, carefully consider how appliances fit into their home aesthetics. Entering furniture and interior stores can create significant synergy.” - Lotte Himart Representative

Lotte Himart is partnering with leading furniture and interior brands to expand its offline retail presence. As in-store foot traffic declines, the company is strategically opening shop-in-shop locations within well-known furniture stores.

A Lotte Himart spokesperson noted, “Furniture and appliances naturally complement each other, making this an ideal cross-selling opportunity. Last year’s partnership with Hanssem was promising, and we are in discussions to strengthen this collaboration.”

Lotte Himart’s Hanssem Gwanggyo Store

Shinsegae Casa & Hyundai Livart Expand Experiential Stores

• Shinsegae Casa: Expanding experiential stores centered on its premium sleep brand ‘Materasso,’ with plans to open 30 additional locations this year.

• Hyundai Livart: Strengthening premium sales networks, focusing on the ‘Livart Meister Collection.’

• Hanssem: Enhancing customer experiences with improved services, installation, and after-sales support in offline stores.

Why are leading brands expanding experiential stores? Furniture purchases are high-involvement decisions, with long replacement cycles and extensive consumer consideration. Consumers want to physically see and test products before committing to a purchase.

A furniture industry insider stated, “For products like sofas, beds, and mattresses, firsthand experience significantly impacts customer satisfaction and purchasing decisions.”

Even when launching new brands, companies utilize experiential showrooms. Shinsegae Casa is a prime example—

Shinsegae Casa launched its premium sleep brand ‘Materasso’ in 2023 and aggressively expanded experiential stores. Since new brands initially have low awareness, opening offline showrooms helps introduce them to customers. If customers have a positive in-store experience, they are more likely to remember and choose the brand.

Shinsegae Department Store’s Materasso Store

Spring Furniture Promotions Have Begun

• Today’s House: ‘2025 Back-to-School Big Sale’ – Discounts on furniture, electronics, and more until Feb 23

• Shinsegae Casa: ‘Healing Furniture Promotion’ – Special prices on sofas and mattresses throughout February

• Enex: ‘Spring Furniture Promotion’ – Up to 5% discount on sofas, built-in closets, and more, with extra discounts for large purchases

• SSG.com: ‘Living Sale’ – Up to 70% off on furniture and bedding until Feb 9

Today's Article Summary

• Not just in fashion, but also in furniture, aesthetic design is becoming increasingly important. If you run a select shop, consider featuring high-aesthetic designer brands. If you are a manufacturer, analyze furniture designs that are popular among your target audience.

• With the rise of the ‘customized home’ trend, consider developing customizable furniture options or offering personalized 1:1 consulting services to customers.

• Offline stores are no longer just points of sale but essential spaces for brand experiences. Actively utilize pop-up stores or showrooms to allow customers to see and experience products firsthand.