A W2.5m turntable sold out in 3 seconds. Here's why.

A 2.5 million won ($1,860) turntable sold out in three seconds. The product was offered in limited quantities online by fashion and lifestyle platform 29CM on Friday.

The item is a collaboration between Danish premium furniture brand Fritz Hansen and Japanese premium audio brand Technics. The set pairs Fritz Hansen's signature lamp, the Kaiser idell Luxus 6631-T, with Technics' SL-40CBTFH turntable, both finished in deep burgundy.

Behind the three-second sellout is surging demand for LPs and turntables. Fueled by a broader retro trend, interest in vinyl records and turntables has grown not only among those who grew up listening to LPs but also among younger consumers. Design-forward turntables that double as interior decor have also drawn attention.

The product's scarcity as a limited edition added to the appeal. Only 300 units were produced worldwide, with 30 allocated to South Korea. Online sales were exclusive to 29CM, while offline availability was limited to select stores including 10 Corso Como and the Fritz Hansen Noksapyeong location.

The instant sellout highlights the growing competitiveness of premium living products online. High-end imported furniture and designer lighting have traditionally been sold through department stores and brand-dedicated stores. 29CM moved to differentiate itself by securing more than 80 percent of the collaboration product's total allocation.

Transactions and customer numbers for high-end living products on 29CM are also climbing. From January through October this year, transactions for products priced at 1 million won or more in the home category "Igu Home" rose 111 percent compared with the same period last year — more than triple the 2024 figure. The number of customers purchasing items priced at 1 million won or more during the same period also increased more than 55 percent year on year.

Spending per visit on the platform is also notably high. A July survey of 2,000 people in their teens through 30s conducted nationwide by Opensurvey found that 29CM's average single-transaction amount was 104,000 won — the highest among major fashion platforms. That figure outpaced Musinsa (76,000 won), Zigzag (59,000 won) and Ably (47,000 won).

"In the past, purchases of expensive furniture or designer items centered on visiting a store in person to see the product, but recently more consumers are actively seeking out premium products that match their tastes online," an industry official said. "This proved that premium products can also serve as a tool to attract new consumers."