Coupang Unveils Integrated Premium Brand Store in Korea

Seoul, South Korea—South Korean e-commerce giant Coupang (NYSE: CPNG) has inaugurated an integrated premium brand store and expanded its premium offerings to include furniture, living goods, and leisure products.

The new store combines eight product categories, including previously established premium sections for audio, food, children's fashion, kitchenware, and childcare products.

The furniture section of Coupang offers a selection of high-end brands, including Herman Miller, renowned for its ergonomic office chairs. 

The living goods section includes brands such as Sealy and Casamia, while the leisure section offers products from Wilson and Callaway.

The company has indicated that customers can now effortlessly browse and procure premium products that were previously accessible primarily in department stores or through overseas purchases.

Furthermore, Coupang is extending its premium product range by incorporating new brands, such as Egmont Honey and Rotbäckchen health supplements, into its food section.

The premium store will provide the same benefits as regular Coupang services, including same-day delivery and free returns for Wow members.

A Coupang representative has indicated that the company's objective is to meet its customers' expectations and reflect their diverse preferences through its premium store, which is intended to meet the needs of a broad customer base.