[Edaily Reporter SHIN MIN JOON ] The home shopping industry is accelerating its efforts to secure proprietary and exclusive products. Amid declining TV viewership and fierce competition with e-commerce platforms, the industry is pursuing a strategy to differentiate itself with proprietary and exclusive products to attract customers.

According to the home shopping industry on the 25th, GS Shop’s recently launched private-label (PB) bedding brand, Heriden, sold out completely during its first broadcast. The Heriden 100% wool bedding set, which requires boiling before use and was introduced that day, received approximately 3,000 orders, generating 920 million won in sales and achieving 150% of its sales target.

Developed over the course of about one year, Heriden incorporated feedback from more than 3,000 customers—gathered from the planning stage onward—into its materials, functionality, and quality. GS Holdings is fostering private label brands across various product categories, including Heriden, the beauty brand VU, the health supplement brand Simple Bio, and the home goods brand Barosum. GS Holdings analyzes sales data and customer reviews to incorporate demand and pain points into product development. As a result, Simple Bio’s cumulative order value for the first three quarters of this year increased by approximately 324% compared to the same period last year. The number of customers placing orders also rose by 163% to approximately 36,000.

CJ OnStyle is pursuing a two-track strategy, operating both private label (PB) brands—such as The Edge and Celeb Shop Edition—and exclusive licensed brands (LB) like Barneys New York and Rockport. Among these, Celeb Shop Edition saw sales rise by approximately 20% last year and achieved 100 billion won in order value.

CJ OnStyle is expanding its sales channels to include fashion-focused platforms such as 29CM and W Concept. The company is also broadening its product lineup in non-fashion categories. CJ OnStyle is fostering brands such as Home Living Essentials and the wellness food brand Oh-Haru Natural Abundance.

HYUNDAI HOME SHOPPING NETWORK CORPORATION is focusing on expanding its private label (PB) and licensed brand (LB) offerings, as evidenced by the recent launch of its new exclusive fashion brand, Lai 317. The number of PB and LB products has grown from approximately 140 in 2023 to over 400 this year. Sales of fashion PB and LB products exceeded 200 billion won last year and are continuing to grow by more than 30% year-over-year this year.

Material Lab, its flagship private brand, emphasizes basic apparel made with high-quality materials. Representative products include items made with Egyptian Giza cotton and fabrics from Japanese textile manufacturers. According to HYUNDAI HOME SHOPPING NETWORK CORPORATION, the average viewership for Material Lab’s live broadcasts is more than double the average for general fashion brands. Prima Classe, an exclusively operated brand, is also projected to exceed 100 billion won in annual sales this year, following last year’s performance.

Lotte Home Shopping is strengthening its product portfolio with a focus on private labels. In particular, Lotte Home Shopping is undertaking a major brand renewal for LBL, which marks its 10th anniversary this year. Capitalizing on its strengths—the enduring value of materials and refined designs—the company is pursuing collaborations with heritage brands, enhancing material competitiveness, and expanding its product categories.

Starting this month, in anticipation of significant daily temperature fluctuations and the peak shopping season, LOTTE SHOPPING CO., LTD. will focus on unveiling a full cashmere collection ranging from LBL innerwear to knitwear, outerwear, and accessories. While reinforcing its status as a leading cashmere brand, the company also plans to introduce a product line featuring premium outerwear made with materials such as raccoon fur and Hungarian goose down.

NS Home Shopping is developing its private label (PB) brands based on its product planning capabilities in the food sector. The health food brand “ENPLUS,” launched in August of this year, is cited as a prime example. NS Home Shopping recently introduced “Vitality-En Multi-Vita Double Stick Packs,” containing 20 types of vitamins and minerals, on TV home shopping. The company is also expanding its offline consumer reach by making ENPLUS products available at HanExpress stores.

Behind these moves lies a slowdown in the growth of its TV-centric business. According to the Korea TV Home Shopping Association’s 2025 TV Home Shopping Industry Report, TV broadcast sales for seven home shopping operators totaled 2.6181 trillion won last year, a 0.9% decrease from the previous year. TV broadcast sales have been declining for four consecutive years since 2021. The share of TV broadcasts in total sales also fell from 51.5% in 2021 to 46.7% last year.

An industry official stated, “We are reducing our reliance on TV broadcasts by attracting customers and encouraging repeat purchases through our own exclusive products, while also securing external sales channels,” adding, “We are expanding our role from simply being a distribution channel that sells products to becoming an operator that directly plans and cultivates brands.”