EMK Network is a company that has distributed big-name brands on/off line alongside making and exporting products to the world for the last 20 years. The company launched a home appliances brand Jenniferoom in 2014 with the concept of SPA (Specialty store retailer of Private label Apparel), the method which became famous by Zara, UNIQLO and Stylenanda; it means that a company takes care of all processes of planning, production and distribution of goods.
CEO Ahn Hyung-jin borrowed her mother’s name ‘Jennifer’ and added the word ‘room’ to make ‘Jenniferoom’ to mean ‘goods for your space’. Jenniferoom is attracting young people with a variety of colors to choose and compact design concepts. Macaroon Rice Cooker designed for single households, for example, was sold more than 30,000 units within 2 months of release.
Home Café Master, however, is the hottest seller at Jenniferoom. This two-in-one coffee extractor is adjustable to 5 stage particle sizes of coffee beans and can make various types of coffee such as espresso and drip coffee. Other hot sellers include Marimo humidifier, superfast blender and mini oven toaster but more product lines are there to pick: extractor, electric cattle, milk powder pot, grill, air fryer, tea maker, egg boiler, air circulator, steamer, handy cleaner and air purifier.
The concept of Jenniferoom is about home appliances that make your home stylish and happy. A variety of colors for consumers to pick according to their preference in this respect is especially important since many home appliances are covered black and white or metallic. Considering the word ‘stylish’, it is not surprising to know that most staff at Jenniferoom is relatively young.
Marketing-wise, Jenniferoom is being appeared on Instagram, recipe book, department store road shows, PPL (Product Placement or embedded marketing in dramas and movies). Cho Tae-gwan, starred in Descendants of the Sun, served free fruit juice made with the juice extractor of Jenniferoom on a food truck that ran around 35 areas in Seoul and the capital region.
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