Hyundai Home Shopping Material Lab sales top 30%

Launched in 2024, Material Lab targets shoppers with minimalist designs, muted colors and easy-to-match pieces, a deliberate break from the louder prints and brighter palettes long associated with home-shopping fashion. Hyundai says the brand’s price positioning and versatility are helping drive demand among its main audience.

The company has been broadening its in-house fashion portfolio through Fashion Lab, which also oversees the Urban Around townwear line and Archive 1.61 athleisure brand. The strategy gives Hyundai more control over product mix, pricing and inventory, all of which can support profitability if sales stay concentrated in own brands rather than third-party labels.

Hyundai will showcase Material Lab’s 2026 fall-winter collection on Sept. 9 during a third-anniversary special of its flagship fashion livestream, Asura. The program is Hyundai Home Shopping’s top-selling fashion show and has become a key launchpad for new brands, drawing average viewership and chat activity that the company says are eight and 14 times higher than its other fashion programs.

For investors, the immediate takeaway is that Hyundai’s fashion differentiation strategy is producing measurable growth in a category that can be fickle and highly promotional. The next test is whether that sales momentum holds through the key autumn season and into the year-end shopping period.