Harim Group's Homeplus Express Focuses on Internal Strength Post-Acquisition

NS Shopping, operated by NS Home Shopping, has finalized the acquisition of the supermarket chain Homeplus Express, officially integrating it into the Harim Group. The company has stated its immediate priority is to consolidate and strengthen its internal operations, eschewing aggressive expansion strategies in favor of building a solid foundation.

Homeplus Express will continue to operate under its established brand name, a decision made to leverage existing consumer recognition and retain its customer base. The company is also focusing on rebuilding its internal structure, actively recruiting experienced personnel for key roles in human resources and accounting to support its independent operations. This move follows a period of voluntary redundancies prior to the acquisition.

Industry observers note that Homeplus Express is showing signs of recovery under its new ownership. NS Home Shopping's direct guarantee for supplier payments has facilitated smoother product supply, leading to a reported 16% increase in sales in the first eleven days of the month compared to the period before supply resumed. While Homeplus Express ranks third in the supermarket sector by store count, it was fourth in sales revenue last year.

The long-term vision for Homeplus Express involves creating synergy within the Harim Group's value chain. This includes potential vertical integration with Harim's food manufacturing divisions and a hybrid integration with NS Home Shopping's TV home shopping and online platforms. The strategy aims to transform Homeplus Express into a comprehensive food showroom for Harim and an O2O (online-to-offline) hub for NS Home Shopping, potentially reshaping the market.

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We will focus on stabilizing product supply and recovering store competitiveness. We will ensure customers can find fresh and reliable products in their local communities and strive to create a new distribution ecosystem where we can grow together with our partners.