Seattle-based Fortune 150 tech company Coupang is making luxury shopping in South Korea easier than ever with speedy delivery services and a seamless app experience.
Launched in 2024, R.Lux is Coupang’s luxury vertical service in South Korea. The service initially launched with a focus on beauty, and is expanding into fashion with the launch of Farfetch on the service this year.
The app has been designed to meet the luxury consumer segment by helping shoppers discover and experience the world’s most coveted brands. Key features of the solution include a dedicated service for luxury that blends a curated, elegant digital shopping experience with Coupang’s technological and logistical strengths.
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Notably, R.Lux entered the market with a strong foundation and key insights into the consumer. Coupang’s established customer base of more than 23.4 million product commerce active customers is deeply engaged, with a high interest in luxury products. Coupang cited research from Morgan Stanley that shows strength in the region, naming South Korea as the “largest spender per capita on luxury goods globally.”
As reported by WWD, South Korea is one of the world’s hottest luxury markets today. According to Statista, in 2022, South Koreans’ total spending on personal luxury goods reached $16.8 billion. McKinsey’s 2025 State of Fashion Report found that South Korea saw an 8 percent compound annual growth rate between 2019 and 2023 in the luxury sector.
With its understanding of consumer trends and an established base, R.Lux is now uniquely positioned to help brands and suppliers reach customers in South Korea.
David Hong, head of beauty retail from Coupang, described R.Lux consumers as “discerning luxury shoppers who value trust, efficiency and authenticity. Typically, they are women who are financially affluent and well-acquainted with premium brands.” He added that these consumers are “not just purchasing products; they are choosing a seamless and credible online destination that reflects their refined taste and lifestyle expectations.”
For these consumers, R.Lux offers reassurance of quality and the comfort of a premium digital retail experience paired with fast and reliable delivery.
“R.Lux [is] an essential partner for brands looking to expand in Asia,” said Jessy Kim, head of R.Lux. “By working with us, brands can engage with a high-spending, trend-sensitive customer base through a service that speaks the language of luxury — visually, experientially and logistically.”
And this extends to beauty as well as fashion.
Kim said that what sets R.Lux’s beauty category apart is a “blend of authenticity, efficiency and elegance.” Currently, it offers companies direct brand partnerships for full brand control and guaranteed authenticity, elevated packaging custom designed for R.Lux and its Rocket Delivery, a next-day fulfillment service available to consumers even outside of major cities.
“We believe luxury should be felt in every interaction, not just the product,” said Coupang’s team. “That’s why we invested heavily in crafting the R.Lux experience. R.Lux removes the friction from luxury shopping. Brands can trust us to protect their identity, customers get guaranteed authenticity with speed, and the entire journey feels more like a concierge experience than a checkout process.”
Last March, R.Lux won the grand prize for its user experience at the 2025 iF Design Awards with recognition for efforts in designing a customer-friendly experience from understanding the luxury brand, to selecting products, to making the final purchase.
The newly launched partnership with Farfetch, the luxury global marketplace and a Coupang subsidiary, will leverage R.Lux’s local services and operational network in the region to expand its existing presence in South Korea and grow its business. Through the integration, Farfetch has made its extensive catalogue instantly available to millions of South Korean consumers who can now easily shop the world’s top brands including Dolce & Gabbana and Ferragamo, as well as the emerging designers featured by Farfetch.
“This is a speedway opportunity for growth for its global brand and boutique partners,” said Kim. “This partnership underscores how R.Lux enables global luxury players to seamlessly reach Korean consumers with a trusted local partner and scale quickly by engaging Coupang’s customer base.”
Looking ahead Coupang’s team said that R.Lux will continue to expand its selection, introducing more renowned luxury brands and expanding its current beauty and fashion categories and tapping into new offerings, to ensure customers have access to the products and brands that they are looking for or will discover through R.Lux. “We’re constantly exploring new ways to elevate the shopping experience. Our goal is to make discovering and enjoying luxury more inspiring and effortless than ever.”