At Home, led by CEO Yang Jeong-ho, has announced on the 10th that its private aesthetic brand THOME will officially operate within Lotte Duty Free's online mall. This strategic move is aimed at augmenting global customer engagement through the duty-free channel, a platform that has shown significant potential for attracting international travelers.

This latest entry sees THOME expanding its distribution network across major domestic duty-free channels, following successful placements in Shinsegae Duty Free and Shilla Duty Free. The increased availability in these high-traffic retail environments will likely enhance brand exposure and sales opportunities among global consumers, especially as K-beauty continues to thrive.

Since entering Shinsegae Duty Free, THOME has seen an impressive revenue surge, with monthly sales increasing by approximately 930% compared to the first month post-launch. Following the entry into Shilla Duty Free in April, the revenue from skincare and digital living categories has consistently ranked first, evidencing strong interest in beauty devices among international customers.

THOME aims to leverage the duty-free channel as a testing ground for global market penetration, utilizing accumulated consumer data and responses to refine its strategies for broader distribution. The brand's competitive positioning was further solidified this May when its flagship product, The Glow Signature, ranked first in real-time sales in Olive Young's U.S. online store, highlighting its appeal beyond domestic markets.

The Glow Signature device is characterized by its patented droplet ultrasound technology that delivers energy up to 20 layers deep into the skin, promoting improved radiance, elasticity, and hydration. Its low-irritant design, competitive pricing, and intuitive usability continue to drive consistent sales across various channels domestically and internationally.

To celebrate its entry into Lotte Duty Free, THOME has unveiled a series of promotions, including complimentary ampoules with purchases of The Glow Signature, The Glow Pro, and Two and Tea Up. Customers spending over $200 will receive a G-Phil One-Day Kit, while those spending over $400 will receive a Glow Layering Ampoule Mist, incentivizing higher value transactions.

THOME's brand representatives emphasize the critical role of the duty-free channel in understanding global consumer preferences and purchasing behaviors. Leveraging this experiential data, THOME plans to further refine its strategies tailored to individual overseas markets, allowing for more targeted expansion of its global business.