Rental appliance firms shift from dehumidifiers to air purifiers as autumn nears

Rental and home appliance companies that spent the summer pushing dehumidifiers and ice water purifiers have pivoted to air purifiers as they enter their autumn and winter sales season. Coway has expanded its air purifier lineup, SK Magic is running subscription discounts on air purifiers through the end of this month, Chungho Nice has launched a new AI-equipped model, and Kyowon Wells is extending its reach into the business-to-business market, targeting daycare centers and care facilities.

Industry sources said Wednesday that rental companies are shifting their sales strategy away from humidity management toward indoor air quality. Coway added 50-square-meter and 66-square-meter versions of its Square Fit air purifier in April, rounding out a four-model lineup that also covers 38 and 82 square meters. In May, the company expanded its inverter dehumidifier range, and in June it ran summer promotions on ice water purifiers, air conditioners and dehumidifiers.

As summer winds down, the marketing emphasis is swinging back to air purifiers. Coway is also selling its Heatwave warm-air purifier, introduced last year, positioning it to capture both air quality and heating demand as temperatures drop. "We will continue to roll out promotions and membership benefits optimized for each season's lifestyle," a Coway official said.

SK Magic is running subscription discounts on its All Clean and D'Art air purifier lines through Sept. 30, cutting monthly fees on select models and offering half-price subscriptions for the first six months. The company is targeting autumn air purifier demand with products segmented by coverage area and use environment, including models designed for households with pets.

Chungho Nice is aiming to carry its summer dehumidifier momentum into air purifier sales. The company's dehumidifier sales rose about 40 percent in the first half of this year compared with the same period last year. In February, it launched the Summit Tower, an air purifier covering roughly 83 square meters that uses AI to automatically adjust its operating mode based on indoor air conditions.

The company also offers products that combine dehumidification and air purification, responding to a growing number of households that use dehumidifiers year-round — for drying laundry indoors or managing humidity in closets — rather than only during the rainy season. "Demand for dehumidifiers to maintain a comfortable living environment continues consistently throughout all four seasons," a Chungho Nice official said.

Kyowon Wells is pushing air purifier sales beyond the home. Working with the Ministry of Climate, Environment and Energy and the Korea Environment Corporation, the company plans to install air purifiers at more than 60 sites — including daycare centers and elderly care facilities — through November. It has also been supplying water purifiers, air purifiers and bidet units to retail venues such as E-mart and Starfield, expanding its B2B business.

Cuckoo Homesys is also running rental promotions that include air purifiers. Having centered its seasonal appliance marketing on air conditioners and dehumidifiers over the summer, the company is now shifting its discount offerings in September to include air purifiers and other rental products.

The industry's renewed focus on air purifiers reflects sustained demand for indoor air quality management from autumn onward. Sales of air purifiers were once concentrated in spring and autumn when fine dust levels peak, but the range of uses has broadened in recent years to include pet dander removal, odor control and general indoor air management. In winter, people spend more time indoors and ventilate less frequently, further driving demand.

"September is when the promotional focus shifts from summer appliances to autumn and winter products," an industry official said. "The perception that dehumidifiers and air purifiers are only for certain seasons has faded, and companies are responding by differentiating their products by function and intended space."