Hyundai Home Shopping's private-label brand Material Lab sees sales surge 30%

Hyundai Home Shopping said Tuesday that its private-label fashion brand Material Lab has been posting strong sales, driven largely by customers in their 40s and 50s.

Cumulative sales of Material Lab, a premium contemporary brand, rose more than 30 percent year-on-year from January through August, the company said. Sales this month are also up more than 50 percent compared with a year ago.

Material Lab launched in 2024 as a private-label brand under Hyundai Home Shopping. The company set up a dedicated unit called Fashion Lab that year to develop private-label fashion products and source exclusive licensed brands. It introduced Material Lab in April 2024, followed by the camping-wear brand Urban Around in October.

"Material Lab moved away from the bold patterns and vivid colors typical of home shopping fashion, instead leading with minimal designs and understated tones that are easy to pair with anything," a company official said. "By combining sharp trend analysis with strong planning and competitive pricing, the brand has won over its core customer base of shoppers in their 40s and 50s."

Meanwhile, Hyundai Home Shopping plans to unveil Material Lab's 2026 fall/winter new arrivals on Wednesday during a special broadcast marking the third anniversary of "Seo A-rang's Shopping Live," the top-rated program in the fashion category.