Emart is officially launching its ultra-low-cost household goods store, 'Wow Shop.' This move is seen as a strategy to enhance the non-food competitiveness of hypermarkets while directly competing with Daiso, which has been leading the market amid rising prices.
On the 21st, Emart announced that it will open Wow Shops at the Starfield Market Wolgye and Emart Eunpyeong locations on the 22nd, each covering approximately 100 pyeong.
Wow Shop is a fixed-price store that Emart has been trialing since December last year, focusing on over 1,300 types of imported household goods. For the official launch, the company has developed over 12,000 new products. Depending on the characteristics of each store and the season, 7,000 to 8,000 items will be available for sale.
Prices for products range from 1,000 won to 10,000 won, with about 60% of the items priced below 2,000 won. The main products are concentrated on those under 5,000 won. The range has expanded to include not only kitchen and household items but also beauty products, health supplements, stationery, toys, sports equipment, and small appliances.
Among the featured items are nine types of Happycall frying pans, each priced at 5,000 won. Lock & Lock fresh containers start at 2,000 won, while silicone cooking tools begin at 1,000 won. A heat-resistant glass vacuum-sealed container is also available for 3,000 won.
The beauty product selection has been expanded to over 790 types. Items such as Donghwa Pharmaceutical's 'Cure Factor Panthenol Sherbet Cream' and 'Cure Factor Vita Toning Serum,' as well as the 'Rikit Ready Glow Fitting Cushion' containing bakuchiol, are priced below 5,000 won. Health supplements, including multivitamins, milk thistle, and magnesium, start at 1,000 won.
Emart is also emphasizing price competitiveness in electronics. The store will offer digital devices such as wired earphones, silent mice, and Bluetooth keyboards, as well as electric irons and handheld vacuum cleaners. More than 100 items, including air fryers, coffee makers, electric blankets for one person, and carry-on luggage, are available as limited-time offers for 10,000 won.
Emart explained that it has broadened its sourcing regions to the U.S., Europe, Japan, and China, collaborating with over 100 major brands to enhance price and quality competitiveness.
On the 30th, Emart will also open a Wow Shop at the Starfield Market Gunsan and plans to expand to a total of five large specialty stores by the end of the year. Separate 'Wow Shop Zones' will be established within Emart and Emart Everyday stores.
This expansion aligns with the trend of large retailers entering the ultra-low-cost household goods market led by Daiso. Lotte Mart opened a 'Big Uniform Price Shop' of about 30 pyeong in Hwajeong, Goyang City, in June, selling over 700 household items for under 10,000 won.
In July, Emart also expanded the Wow Shop at the Eunpyeong location from 19 pyeong to 102 pyeong. Following this, the store temporarily halted operations in September for renovations to improve the shopping environment. The opening on the 22nd marks the reopening of the renovated Eunpyeong store.
Hwang Un-ki, head of Emart's merchandise division, stated, "Expanding opportunities for customers to purchase quality products at reasonable prices is a core value that Emart pursues. We will continue to strengthen our ultra-low-cost household goods lineup, combining Emart's product planning capabilities and global sourcing strengths to ensure customer satisfaction in both price and quality."
* This article has been translated by AI.
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