Following mattresses and bathrooms, Kyowon Wells is expanding its home care business to the kitchen. With cumulative applications for its bathroom coating service, launched in April, approaching 10,000 within five months, the company plans to broaden its service scope to areas within the home that have high maintenance demand.
According to industry sources on the 11th, Kyowon Wells recently began a new coating service for kitchen sink bowls (the basin portion of the sink). After cleaning sink bowls, which are easily stained by food residue, grease, and water marks, the company applies a coating film through polishing and drying processes. Professional staff known as 'Home Masters' visit customers' homes to perform the work.
As applications for the previously launched bathroom coating service grew rapidly, confirming demand, the company expanded its scope to the kitchen. Monthly applications for the bathroom coating service 'Wells Coating 365,' which stood at 420 in April, rose to 1,935 last month, a 4.6-fold increase over five months. Converted to a monthly average growth rate, this is approximately 36%. With a cumulative total of 8,855 applications from April through September, it is expected to surpass 10,000 this month.
Wells Coating 365 is a service that removes foreign substances and oil films from bathroom ceramics, washbasins, mirrors, shower booths, etc., using specialized equipment, before applying a dedicated coating agent. The company explains that while the durability of general self-coating lasts about one to two months, professional application maintains its effect for six months to one year. Recently, the company also added a 'bathroom cleaning device installation service,' expanding its offerings beyond coating to include device installation.
Bathrooms and kitchens are the spaces where consumers feel the greatest burden among household chores. According to a survey conducted last year by Embrain Trend Monitor targeting 1,000 people aged 19 to 69 nationwide, toilet and bathroom cleaning was cited as the most difficult and troublesome housework at 46.1%, while kitchen tasks such as grease on gas stoves and hoods ranked third at 28.5%.
This is also why Kyowon Wells focuses on coating rather than cleaning. While many companies offer services that handle household cleaning entirely, the company has focused on assisting in maintenance areas that are difficult for individuals to manage using specialized equipment and coating agents. It seeks differentiation by having professional staff perform work at self-installation-level prices, with perceptible effects lasting for a certain period.
However, workforce management could become a challenge. Since specialized personnel must travel for each service and work for a set amount of time, an increase in the number of users leads to a corresponding rise in required staff and working hours. SK Intelix also launched a 'Space Care Service' as a pilot project in 2023, during its time as SK Magic, managing mattresses, air conditioners, kitchen hoods, bathrooms, etc., but it is no longer operating the service.
Kyowon Wells plans to expand its home care business, including Wells Coating, centered on its Home Master workforce that has managed rental products such as water purifiers, air purifiers, and bidets, as well as mattresses. The company's strategy is to secure additional service demand for living space care, such as bathrooms and kitchens, by leveraging customer touchpoints built through its existing visit management organization.
A Kyowon Wells official stated, "As customers' lifestyles become more diverse, interest in services that conveniently manage various spaces within the home is also increasing," adding, "We plan to continuously expand our home care service areas to meet customer demand."
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