The Shinsegae Group launched the 'No Brand' lineup of goods in the discount store E-Mart last year, and the success of the products is resulting in a new chain of stores. Set to be called the 'No Brand Shop,' the stores will exclusively carry the discount in-store brand as a way to appeal to the cost-conscious consumer.
Grocery stores and traditional retailers will often have a generic brand to help bolster the sale of products and offer a competitive edge for consumers. The news from Shinsegae Group to launch an entire store dedicated to an in-store brand, however, marks an astonishing shift in the retail market. We could see other retailers in the future doing the same to help garner attention from consumers on a budget.