South Korean Bathroom and Fixture Suppliers Expand Consumer Businesses
South Korea: Suppliers of bathroom fixtures and building products are expanding their business-to-consumer (B2C) operations amid a slowdown in residential construction. Haatz, Hyumpel and Daelim Bath are diversifying their product ranges and distribution channels beyond their traditional focus on supplying apartment developers and construction companies. Haatz, which launched its online store in 2017, has expanded from kitchen range hoods into faucets, sink bowls, dehumidifiers and cleaning appliances. The company has also introduced a food waste disposer and increased its online distribution network to approximately 20 channels. Its online consumer sales rose by around 50% year on year, while Haatz Mall membership increased by 34%. Hyumpel's consumer business accounted for approximately 50% of revenue in the first half of 2026, compared with 30% in 2024. Its Hugente brand includes bathroom ventilation fans with dehumidifying and drying functions.
Daelim Bath has expanded beyond sanitary ware into bathroom products that can be installed without separate construction work, including showerheads, toilet seat covers and bidets. Its official online mall sales increased by 72% year on year in the first half of 2026, with bidet sales rising by 110%. The expansion comes amid a decline in housing starts, which fell from 537,000 units in 2021 to 246,000 in 2023, recovered to 303,000 in 2024 and decreased to 273,000 in 2025, according to South Korea's Ministry of Land, Infrastructure and Transport. The companies are seeking to diversify revenue sources through consumer products, online sales and home renovation demand as construction-related bulk supply faces slower growth.
Source: Seoul Economic Daily
