Hansem (009240.KS), Korea's leading home interior company, is accelerating its push into the business-to-business (B2B) market. The company is pursuing a "two-track" strategy, entering the office furniture market to develop a new segment while adding high-end expertise to its existing apartment bulk-supply business to strengthen high-value-added operations.
According to industry sources on Friday, Hansem launched its new "Imergen" series of office furniture under a "Home-like" concept in April. On the 7th of last month, the company disclosed that it would absorb its high-end furniture subsidiary Hansem Nexus during the second half of the year. The strategy aims to pursue both external expansion and qualitative growth at the same time.
The Imergen series focuses on improving work efficiency within a cozy, home-like atmosphere. It incorporates three core solutions into its design: intuitive storage, clean cable management, and sight-blocking. The flagship desk product is divided into three types — standard, motion, and 4-Leg — to broaden customer choices.
In particular, the 4-Leg motion desk is equipped with four motors, giving it a sturdy, wobble-free structure and precise height adjustment functions. Its strength lies in an appearance suited even to premium office spaces, improving on the clunky design of existing height-adjustable desks. The side multi-cabinet launched alongside it combines storage and space-division functions, allowing an independent work environment to be created without separate partitions.
Hansem plans to expand its customer base across the board, from large corporations to startups and small office/home offices (SOHO). The company has systematized the entire process from ordering to production and delivery to secure supply stability. Going forward, it plans to diversify its revenue sources by expanding into special-purpose furniture fields such as hotels, hospitals, universities, and resorts.
The merger with Hansem Nexus is a move aimed at qualitative growth in the premium B2B market. Synergy is expected as Nexus's high-end expertise is added to the supply chain management (SCM) and quality assurance (QA) capabilities of Hansem's bulk-supply business division.
Hansem will complete the absorption merger with Hansem Nexus in August this year. After the merger, the company will accelerate its push into the premium redevelopment and reconstruction markets along Seoul's Han River belt, including Apgujeong, Seongsu, and Hannam, as well as the bulk-supply market for top-tier residences. Based on expertise that can provide everything from design to construction and post-sale quality management, the company aims to solidify its position in the premium housing market as well.
"This new product launch and subsidiary merger mark an inflection point as Hansem expands its business beyond home interiors into all spaces of life," a Hansem official said. "By combining the residential design know-how accumulated over 56 years with our expertise in the high-end market, we will provide a differentiated customer experience in the B2B market as well."
