As Homeplus pushes forward with workforce efficiency and store sales amid its rehabilitation proceedings, Homeplus Express, now owned by NS Home Shopping, is drawing attention for launching new hiring efforts. Since the two companies, once under the same roof, were separated, one has been downsizing while the other prepares to expand its stores, showing divergent paths.
According to the retail industry on the 20th, Homeplus Express will conduct recruitment for experienced professionals in store site development until the 23rd. Store site development is a core role responsible for selecting locations for new stores, analyzing trade areas, negotiating and signing contracts with building owners of target sites, and obtaining necessary permits.
The industry interprets this hiring as a proactive measure to secure personnel ahead of new store openings and expansion of the franchise business. Following its acquisition by NS Home Shopping, Homeplus Express is quickly moving toward normalization and aims to realize economies of scale by increasing its number of stores. Currently operating 286 stores, about 80% of which are company-owned, Homeplus Express is considering restructuring its operation model centered on direct stores through franchise expansion, particularly by extending its store network from the capital region to other areas to grow its business scale.
The internal organization is also being restructured in preparation for store expansion. Homeplus Express will recruit experienced professionals in human resources planning and operations until the 25th. This move aims to rebuild its HR systems and training framework to establish an organizational foundation necessary for future business growth.
In contrast, former parent company Homeplus is undergoing restructuring to reduce its workforce and store footprint. With the deadline for approval of its rehabilitation plan approaching on the 4th of next month, it has reopened 67 stores but is currently operating them with only about 50% of its usual staffing levels, while remaining employees are on leave. Additionally, Homeplus is pushing to sell 19 of its 37 closed stores that it owns outright, and there are even discussions about selling some prime company-owned stores among the 67th reopened locations. Since the ownership change, Homeplus Express and Homeplus have been walking in completely opposite directions regarding workforce management and business strategy.
Along with its business expansion, Homeplus Express is accelerating efforts to establish an independent sales system. Immediately after the acquisition by NS Home Shopping, it began developing its own website and application (app), agreeing to use Homeplus's existing systems temporarily until development is completed. This is part of the process for Homeplus Express, now under new ownership, to stand on its own as an independent legal entity. It is exploring various ways to develop its own content and product lineup and generate synergies with NS Home Shopping, and plans to significantly strengthen its quick commerce capabilities through its own platform in the future.
An industry official stated, "Homeplus Express will expand its store network, currently concentrated in the capital region, primarily through franchises in other regions," adding, "Once its own platform is completed, most systems connected with Homeplus, including logistics and sales, will be largely separated."
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