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Convenience store industry seeks breakthrough by strengthening private brands amid slowing growth

South Korea\'s convenience store market is entering a saturated phase, prompting the four major operators to strengthen private brand (PB) products. CU and GS25 are expanding PB as a growth engine for overseas stores, while Seven Eleven and Emart24 are using PB to improve efficiency and profitability. With store growth slowing for most players, PB shares last year were 29.5 percent for CU, 20 percent for GS25 and 29.5 percent for Seven Eleven.