[Edaily Reporter Shin Ha-yeon ] NBT INC.(236810)announced on the 21st that it has launched “Pristine Blue Odor Remover,” a new Deep Clean liquid detergent developed in collaboration with the laundry specialist brand World Cleaning, through CJ Corp.

Pristine Blue, which went on sale on the 18th, has recorded cumulative sales of 110,000 bottles to date. This liquid detergent applies the laundry expertise World Cleaning has accumulated over 27 years to household products, focusing on removing specific odors such as sweat and musty smells. It incorporates functional enzymes to enhance its ability to remove yellowing stains and odors, and has been certified as compliant with the Ministry of Environment’s safety standards for household chemical products.

This new product is a follow-up to World Cleaning’s “Deep Clean Liquid Detergent,” which was launched last November. The first collaborative product sold out its entire initial inventory during its debut broadcast on CJ Corp.’s OnStyle channel. Based on the sales performance of the existing product, NBT INC.’s strategy is to expand its product portfolio within the same brand’s intellectual property (IP) to strengthen its consumer goods lineup and encourage repeat purchases.

NBT INC. is expanding its IP commerce business by commercializing brands that have established recognition in the offline market. The company has successively launched products such as Namsan Tonkatsu, Cheolgil Busanjip Fish Cake Soup meal kits, and World Cleaning Liquid Detergent, and is driving sales through its proprietary reward advertising network and affiliate-based link commerce.

The transaction volume of its e-commerce business is also growing. In the first half of this year, monthly transaction volume expanded to approximately 150 billion won, driven primarily by link commerce and CHIPS. Transaction volume from e-commerce affiliates increased by 25% compared to the beginning of the year, and revenue doubled over the same period.

NBT INC. expects that the expansion of its IP product lineup and the increase in commerce transaction volume will contribute to improved performance in the second half of the year. A company official stated, “Pristin Blue is an example of expanding a product line based on the sales success of the existing World Cleaning Deep Clean liquid detergent,” adding, “Going forward, we plan to expand our commerce business by broadening our sales channels—not only through home shopping but also online and offline—and by collaborating with various IPs, such as K-Food.”