Hyundai Home Shopping Expands Offline Beauty Store 'Coasis'

Hyundai Home Shopping is expanding its offline beauty business by opening new Coasis stores. This move comes as the TV home shopping market faces structural growth challenges, prompting the company to diversify its customer engagement strategies beyond broadcasting.

According to industry sources, Hyundai Home Shopping will open its third Coasis location at Hyundai Outlet Garden Five in Songpa-gu, Seoul, on June 5, followed by a store in Dongdaemun on June 12. This expansion adds two new locations just two weeks after the opening of the second store at Hyundai Department Store in Gangdong-gu on May 29.

Ahead of the opening of the third store, a white barrier was installed on the first floor of Hyundai Outlet Garden Five, featuring the slogan, "Making Your Beauty Journey Special," as final preparations were underway.

Hyundai Home Shopping opened its first Coasis store in December 2025 at Hyundai Premium Outlet Space One in Namyangju, Gyeonggi Province. While Coasis operates similarly to beauty edit shops like CJ Olive Young, its target demographic differs. Olive Young primarily attracts customers in their teens and twenties, whereas Coasis focuses on women aged 30 to 60. As a result, the store prominently features functional skincare products addressing issues like pigmentation, wrinkles, and elasticity, with over 90% of its offerings being skincare items.

The store layout is designed with middle-aged customers in mind. For instance, the height of display counters has been lowered to below 90 cm to facilitate easier browsing for customers in their 40s and 50s. Additionally, at the Cheonho store, testing products that were previously scattered throughout the store have been consolidated in one area to minimize customer movement, contrasting with the typical beauty shop layout where testing products are placed in front of each product row.

The expansion of Coasis is closely linked to the slowdown in the TV home shopping market. According to the Korea TV Home Shopping Association, the total transaction amount for Hyundai Home Shopping and six other TV home shopping companies was 18.505 trillion won last year, a 5.1% decrease from the previous year. The average annual growth rate over the past five years has also been recorded at -4.2%. Additionally, due to declining TV viewership, broadcast revenue has dropped to 2.618 trillion won.

In response, Hyundai Home Shopping is shifting away from a broadcasting-centric business model to diversify its channels both online and offline. Han Kwang-young, CEO of Hyundai Home Shopping, stated at a shareholders' meeting in March 2025, "We will seek to reach customers through various methods, not just broadcasting and online, by expanding our sales channels." He reiterated this commitment in March 2026, emphasizing the need to further expand offline customer engagement.

With Han's vision to develop Coasis into a regional beauty landmark, Hyundai Home Shopping is expected to continue its store expansion. A company representative noted, "We will open two additional stores at Hyundai Outlet this month and are continuously reviewing future expansion directions."