Coupang PB program drives sales surge and R&D investment for South Korean small manufacturers

Coupang’s private‑brand subsidiary CPLB is partnering with small Korean manufacturers, providing a stable sales channel and handling marketing, logistics, returns and customer service. The support has enabled firms to focus on production and research.

Interior‑finishing company Kagees Gold reported a 20% higher‑than‑average growth rate and annual sales of 12 billion KRW, saying the guaranteed distribution allowed it to reinvest profits into new product development. Household‑goods maker Lifist, after 20 years, turned its first profit last year; monthly sales rose from 2 billion to 4 billion KRW and factory utilisation jumped from 60% to 120%. Using Coupang’s sales data, Lifist launched the “Comet Living Box,” now selling hundreds of thousands of units each month.

Nine of the ten CPLB partners are small enterprises. Coupang plans to expand its PB portfolio to more than 30 new items by year‑end, emphasizing eco‑friendly detergents and functional cosmetics.