The premium ice cream brand 'Benson,' which was operated by Hanwha Galleria, is set to come under Ourhome. This marks a restructuring of the food and restaurant businesses led by Kim Dong-sun, president of Hanwha M&S (Hanwha Machinery & Service Holdings), centered on Ourhome. Ourhome plans to fully launch Benson's franchise operations and develop it into a nationwide brand.
According to the Financial Supervisory Service's electronic disclosure system on Monday, Ourhome signed a business transfer agreement worth 36 billion won with Benson's operating company, Veruscoop Creamery, on Oct. 22. The subject of the transfer includes ice cream manufacturing, the manufacturing and sales of beverages such as coffee, as well as related assets, liabilities, contracts, and permits.
Accordingly, Benson's business is scheduled to be incorporated into Ourhome's business division starting from the 6th of next month. Prior to the business transfer agreement, Veruscoop Creamery also completed the franchise business registration process with the Fair Trade Commission.
This business transfer is interpreted as a move to strengthen cooperation in food and restaurant businesses among affiliates since the launch of Hanwha M&S. Benson is a premium ice cream brand in which Kim (President) was involved in planning and business promotion. Ourhome, which Kim led the acquisition of during his tenure as vice president of Hanwha Hotels & Resorts, will also take on the role of fostering food brands within the Hanwha group through this deal.
Ourhome plans to support the expansion of Benson's franchise operations by leveraging its nationwide logistics network and frozen delivery system established in its existing group catering and food ingredient distribution businesses. It will also apply its know-how in food manufacturing and restaurant operations to raw material procurement and store management.
Since opening its first store in Apgujeong Rodeo, Seoul, last May, Benson has expanded to 27 stores in about a year and a half. The goal is to secure a total of 100 stores, including 50 directly operated stores and 50 franchise stores, by next year. It plans to begin recruiting franchisees centered on major commercial areas in Seoul and the metropolitan area from the first half of next year, and expand to regional areas starting in 2028.
Sales performance at new Benson stores is also on an upward trend. The average monthly sales per store for eight road shops opened after June this year, including Banpo, Mokdong, Seo-hyeon, and Seoul National University Station locations, was 100 million won in the first month after opening. This is about 26% higher than the average for the same period at the eight stores opened last year. The average first-month sales for 16 stores opened this year that have been operating for more than a month also increased by about 13% compared to stores opened last year.
Benson is also pushing to expand its sales channels. It is considering placing Benson in concession facilities operated by Ourhome, such as airports, complex shopping malls, and highway rest areas. It is also promoting the use of group catering and food ingredient distribution channels, as well as providing food and beverage services targeting communities in premium apartment complexes.
Through this deal, Ourhome will further broaden its business scope from a business-to-business (B2B)-focused model to brands that directly serve general consumers. This is interpreted as a strategy to expand B2C businesses, including the buffet brand TAKE and Benson, as well as the frozen bento brand ONTHEGO, and improve operational efficiency.
A representative from Veruscoop Creamery said, "This entry into franchise operations and joining Ourhome is a strategic gamble toward Benson's quantum leap and a declaration of a new jump."
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