Homeplus resumed operations at 67 stores after a one-month temporary closure. From the first day of reopening, open runs and long queues confirmed sustained customer demand. However, whether it can secure stable profitability beyond a temporary surge has emerged as Homeplus's biggest challenge in its restructuring efforts.
On the 13th, the first day of Homeplus's reopening, crowds gathered at the Gangseo Store even before opening hours. Consumers who heard news of large-scale discount sales had been waiting since early morning. The queue started at the entrance of the food section on the second floor and extended to the escalator. A customer at the front of the line said, "I waited about 40 minutes. I usually frequent Homeplus, so I'm glad it has reopened. To prepare for the end of summer heat, I hurried to buy raw chicken and meat."
When opening time arrived at 10 a.m., customers entered one by one following staff guidance. Customers expressed gratitude to the guiding staff, who bowed in response, saying, "Thank you for waiting."
The store interior was markedly different from the temporary reopening on the 7th. Empty shelves were now stocked, and product variety had increased significantly. Fresh produce such as vegetables, along with fruits and dried seafood that had been hard to find until now, returned to their designated spots.
Long lines formed immediately after opening at the meat section. This was because customers flocked to purchase Hanwoo beef with discounts of up to 50%. Hanwoo products were placed in carts by customers as soon as they appeared on shelves. Shoppers also continued to seek out pork (samgyeopsal, etc.) discounted by 40% and raw chicken discounted by 30% for the end-of-summer heat period.
The ready-to-eat food section became more streamlined, focusing mainly on chicken and sushi, but remained popular. Notably, even though its signature product "Dangdang Chicken" was not included in that day's discount promotion, it still generated long queues. When Dangdang Chicken appeared at 11 a.m., all prepared stock sold out within one minute before being fully displayed on shelves.
Whether this surge in popularity will translate into sustained competitiveness against E-Mart and Lotte Mart remains uncertain. Homeplus has benchmarked the U.S. "Trader Joe's" operating model, which focuses on daily necessities and private label (PB) products, reducing store size, product variety, and staff numbers. However, from the first day of reopening, limitations in product availability and staffing became evident throughout the stores.
In fact, customers waiting at the Hanwoo section complained about delayed product displays and chaotic store operations. One customer who had been waiting for Hanwoo beef for 30 minutes said, "When the store is crowded, guidance to minimize inconvenience is needed, but no such measures were taken, so we formed our own lines." He added, "They must have anticipated a crowd, yet supplies are insufficient and products arrive late."
Refrigerated shelves held unrelated items such as bowls and seaweed, while many freezers were either empty or filled with PB ice. Frozen foods and alcoholic beverages were also limited mainly to NB (national brand) products, restricting consumer choice. Another customer stated, "Except for meat, there is nothing suitable to buy," adding, "I have affection for Homeplus, but I am unsure whether I will continue shopping here."
On-site staff explained that limited supplies and staffing were the causes. One employee said, "For Hanwoo beef, insufficient work personnel are causing delays in shelf displays," and added, "Empty shelves will be filled sequentially."
Meanwhile, Homeplus plans to hold the 'Homeplus is BACK' event until the 19th to increase customer traffic. In particular, it aims to demonstrate its profit-generating capability and establish a clear debt repayment plan by next month's 4th—the deadline for approval of its restructuring plan—to secure creditor consent.
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