Mai mulți giganți coreeni se alătură $8.3 Miliard “HANSSEM Războiul pentru achiziții de locuințe”. Piața chineză este în declin grav.

The takeover battle for Korea’s largest home furnishing company is heating up.

With the entry of Korean retail giant, Grupul LX, the takeover competition for HANSSEM Home is intensifying. Anterior, Magazinul universal Shinsegae din Coreea de Sud, Hyundai Livart, o subsidiară a magazinului universal Hyundai, and Korea’s Lotte announced their intention to acquire HANSSEM in conjunction with South Korean private equity firm IMM PrivateEquity (IMM), but with the addition of LXHausys, o companie de materiale de construcție deținută de LX Group (cândva parte a LG), unul dintre cele mai importante din Coreea 50 grupuri corporative, the takeover is expanding. The takeover camp is expanding.

If LX Hausys acquires HANSSEM, the number one company in the interior design and building materials industry, the landscape of the Korean building materials and interior design industry will be shaken up dramatically. The market share of the top players would be recalculated.

According to Korean media sources, LX Hausys held a board meeting on 6 September and announced that it would invest 300 miliarde de woni (RMB 1.7 miliard) as a strategic investor in a private equity fund that IMM plans to set up to acquire HANSSEM. Cu toate acestea, investiția finală nu a fost încă confirmată.

Lotte, Shinsegae and Hyundai Department Store Group have already announced their plans to participate in the acquisition. LX Hausys is considered to have the most competitive advantage given the synergies with HANSSEM’s business.

With the recent divestment of LX Group from LG Group, its business scope has been expanded from traditional building materials to the whole house. Building materials account for approximately 70% a lui LX Hausys’ vânzări, acoperirea ferestrelor, ușile, pardoseala, panouri, artificial marble and more. The division recorded sales of KRW 659.6 billion in the second quarter of this year, Sus 25% de la an la an. LX Hausys deține cea mai mare cotă de piață în categoria ferestrelor pentru proiecte imobiliare din Coreea. It also has strength in high value-added product lines such as marble kitchen sinks and PF insulation.

HANSSEM has an overwhelming presence in the Korean retail market, having started with kitchen furniture in 1970 and then interior furniture in 1997, and has now expanded its business to include building materials such as bathrooms, ferestre și pardoseli. It is currently the number one market player in Korea in kitchen furniture and interior furniture. Dealerii săi de bază, quality shops and the number of shops are the most important reasons for attracting the acquirer.

Potrivit rapoartelor presei coreene, HANSSEM has showrooms and oversized experience centers in 15 key locations in the areas of Bangbae-dong, Seocho-gu, Seoul, Nunhyeon-dong, Gangnam-gu, Pangyo-dong, Daegu and Hanam-si, Coreea. HANSSEM products are exclusively available at these locations, precum şi 550 online shops for re-house remodeling, 240 kitchen furniture shops and 80 flagship interior design shops.

HANSSEM employs 8,000 people specializing in remodeling and 2,500 in interior design sales. Vânzările companiei anul trecut (267.5 miliarde KRW) a crescut de patru ori față de anul precedent (65 miliarde KRW), the highest result since its founding. Canalul său online, the HANSSEM Mall, care oferă informații despre personalizarea locuințelor noi, moving houses and children’s rooms, has seen positive sales growth since the first quarter of last year. Momentan atrage 3 milioane de clienți pe lună.

În 2020, its B2C (remodeling and kitchens) division saw a 23% year-on-year increase in sales. Din aceasta, Re-House, which offers total remodeling solutions, a crescut de 33.3%. HANSSEM’s kitchen sales for second homes account for 27.5% of total sales by 2020. Together with the 30.6% of online and offline sales from the sale of furniture and home furnishings, the B2C business accounts for 69.1%.

Kitchen and Bath Information based on public data

În al doilea trimestru al 2021, sales and operating profit increased by 9.6% și 22.6% respectively compared to the previous year. Remodeling segment sales increased by 24.6 percent year on year.

Kitchen and Bath Information based on public data

În ciuda creșterii în dimensiune, HANSSEM’s overseas subsidiaries have not been as successful. The sales growth rates of HANSSEM’s US and Chinese subsidiaries have also slowed down each year for the past three years. Anul trecut, sales of the two subsidiaries fell by 10.2% și 3.9% respectiv, while the Chinese subsidiary experienced a double-digit decline. The decline continued in the first and second quarters of this year as well with negative growth of 17.3% și 45.7%.

HANSSEM was already present in China in the early 1990s when it established Beijing HANSSEM Home Products Co Ltd and invested in a cabinet manufacturing plant in Beijing in 1995. It undertakes engineering business and has joined forces with headline companies in the pan-home furnishing industry to develop some engineering projects.

It was found that the shareholder of Beijing HANSSEM Home Products Co Ltd, Hansem (China) Investment Co Ltd, had increased its registered capital in 2020, but this year Beijing HANSSEM Home Products Co Ltd had a succession of changes in legal representatives, directori, shareholders and other members in February.

It is worth noting that earlier this year there have been media reports that most of the Korean executives of HANSSEM stationed in China have been withdrawn one after another in late 2018 si devreme 2019. Some of the Chinese employees of Chinese origin are looking for their next homes, and some have even already found their next homes. They are only awaiting the arrival of significant redundancy compensation.

Acordul anunțat anterior pentru ca IMM să achiziționeze un 30.21% miza și drepturile de gestionare sunt potrivite 1.5 trilioane de câștigate (RMB 8.3 miliard).

IMM va revizui Lotte’s și LX Hausys’ investment and identify a partner as early as mid-September. În prezent, Lotte a anunțat oficial că este “luând în considerare participarea” iar LX Hausys a anunțat că va investi 300 billion KRW as a strategic investment. Following the completion of the acquisition of HANSSEM, IMM se așteaptă să-l dezvolte în cel mai mare operator de pe piața interioară online și offline.