Naver Launches 'High-end' Luxury Platform, Expands Living & Appliance Services

Naver announced its evolution into a premium lifestyle platform on the 27th by completely reorganizing its existing 'Luxury' service into 'HIGHEND'. It significantly expanded its brand portfolio beyond mere fashion and beauty luxury goods to include living and home appliance categories, broadening the horizons of high-quality shopping experiences. The newly launched 'HIGHEND' features over 20 luxury living and home appliance brands, including Nordic premium furniture 'Fritz Hansen,' French high-tech audio 'Devialet,' luxury porcelain 'Bernardaud,' and crystal 'Baccarat.' Notably, Italian dining ware 'Cozitavellini' and French fashion 'Maison Margiela' are actively utilizing HIGHEND as their official domestic online store, while French furniture 'Debeijerij' is launching its brand store on Naver for the first time, making HIGHEND a point of contact for new luxury brands. The greatest strength of 'HIGHEND' is 'trust.' Products are not purchased directly or parallel imported by Naver; instead, they are provided either directly by luxury brands operating their own official stores (identical to their own websites) or through officially authorized certifiers designated by the brands. This ensures users receive genuine product guarantees, official after-sales service, and brand signature packaging services, along with a digital genuine product purchase guarantee from 'Naver Collection,' allowing them to shop with confidence. Naver's luxury service has experienced explosive growth over the past four years, with transaction volume increasing more than tenfold and the number of brands entering the platform growing 2.5 times. Building on this success, 'HIGHEND' also focuses on close communication between brands and their VIP regular customers. The 'Lounge Solution,' utilized by 70% of fashion and beauty brands, provides VIP customers with personalized benefits such as lounge-exclusive products, birthday coupons, and new product information, along with a 1:1 customer response system, offering a special experience. Furthermore, visual-centric exhibition spaces and archiving categories have been enhanced to more effectively convey the brand's philosophy and identity. Lee Yoon-sook, Naver's Shopping Business Leader, stated, "This is an advanced luxury vertical service designed to provide users with a more convenient and trustworthy shopping experience, based on strengthened partnerships with luxury brands," and added, "We will further develop Naver's technology-based search environment and customer loyalty management solutions to more closely connect luxury brands with online VIP users." Naver 'HIGHEND' is expected to establish itself as a reliable platform for those who enjoy a premium lifestyle, going beyond simple luxury shopping.