Naver is rebranding its luxury retail segment by expanding its “Luxury” service into the broader “High-End” platform and extending its brand portfolio beyond fashion and beauty to include living and home appliances.
According to Naver on Tuesday, the newly launched High-End service features over 20 premium lifestyle brands. Among these are Nordic premium furniture brand Fritz Hansen, French high-tech audio brand Devialet, French luxury porcelain brand Bernardaud, and French crystal brand Baccarat.
Several brands, such as Italian dining ware brand Cositabella and French fashion house Maison Margiela, are using High-End as their official online store in Korea. Notably, French furniture brand De Veaux is launching its Naver Brand Store for the first time through High-End.
Stores participating in the High-End service are directly operated by the luxury brands themselves, mirroring their own official websites. This ensures that users purchasing products through High-End receive authenticity guarantees, official after-sales service, and brand signature packaging services.
User purchase benefits have also been strengthened. Naver Plus members will earn an extra 2% in Naver Pay points on every High-End purchase, with no limits. Combined with the standard 5% reward rate, this results in a total return of 7%.
Naver initially launched its luxury brand-focused Luxury service in 2020. Over four years, the service’s transaction volume grew more than 10-fold, and the number of participating brands increased by 2.5 times, demonstrating rapid growth.
Naver has expanded the visually focused exhibition space within High-End, allowing brands to better present their identity with enhanced visual galleries and new categories that reflect their philosophy and aesthetic.
To mark this noteworthy launch, Naver is hosting a shopping event until November 11, featuring a curated selection of best-selling products that have garnered high interest from online VIP regulars. Various benefits, including exclusive special prices and unique promotions in collaboration with luxury brands, will be offered.
Yoon-sook Lee, Head of Naver Shopping, stated, “High-End represents the next evolution in luxury online shopping. We have strengthened our partnerships with premium brands to offer a reliable, seamless experience for our discerning shoppers. Moreover, we will continue refining our technology and loyalty programs to bridge luxury brands with their distinguished clientele more closely than ever.”
