[Edaily Reporter Shin Su-jeong] #Pulmuone is expanding its offline sales channels by debuting its flagship kitchen appliance products at major department stores in Korea for the first time.

Pulmuone announced on the 16th that it will begin selling the Steam Cook Master Plus at 10 locations across Korea’s five major department store chains—Lotte, Shinsegae, Hyundai, Galleria, and AK Plaza—starting this month.

The participating stores are Lotte Department Store’s Suwon, Jamsil, Pyeongchon, Busan Main, Centum City, and Sangin branches; Shinsegae Department Store’s Gyeonggi branch; Hyundai Department Store’s Ulsan branch; Galleria Department Store’s Jinju branch; and AK Plaza’s Pyeongtaek branch.

The Steam Cook Master Plus is part of Pulmuone’s Steam Cook air fryer lineup. Featuring a dual steam system, it is considered a flagship product in Pulmuone’s home appliance division. The product was recently selected as the winner in the air fryer category for the second consecutive year at the Consumer’s Choice Awards.

Pulmuone has previously operated its home appliance business primarily online. While the company has sold products offline at specialty appliance stores such as Electronic Land and Hi-Mart, this marks its first entry into department stores.

Pulmuone plans to use this department store launch as an opportunity to meet consumer demand for seeing and purchasing products in person. As department stores serve as a major sales channel for premium home appliances, the company expects this move to help expand brand awareness.

To commemorate its entry into department stores, Pulmuone is also operating a pop-up store at the home appliance section on the 8th floor of the Lotte Department Store main branch until the 25th. The pop-up store will display and sell 18 Pulmuone home appliance models, including three types of Steam Cook Air Fryers, the Steam Solution Multi-Oven, and the Grinder Air Dry Food Waste Disposer.

Kang Jae-hoon, Head of Pulmuone’s Living Care Business Division, stated, “Pulmuone’s home appliances have garnered significant positive response, particularly online, and have produced hit products such as the ‘Steam Cook Air Fryer.’” He added, “However, there were limitations in meeting the needs of customers who wanted to visit physical stores to see and purchase products in person. With this entry into department stores, we aim to meet customers through a wider variety of channels.”

Pulmuone is cultivating its kitchen appliance business as a new growth engine in response to the growth of the Home Meal Replacement (HMR) market and expanding demand for kitchen appliances. The company plans to expand its scope into a comprehensive kitchen solutions business—covering cooking, storage, and food waste disposal—leveraging its expertise in food manufacturing.