Paulus

What Paulus does

Paulus (파울러스) is a privately held Korean direct-to-consumer tableware and kitchenware retailer operating since 2006 under representative director Kim Seong-hyun. The company is registered as 주식회사 파울러스 with a headquarters in Yongin-si and a physical showroom in Seoul's Dongjak-gu district (Gyeonggi-do province is implied by registered address; showroom described in Seoul). Its primary commercial platform is the Korean-language e-commerce storefront paulus.co.kr, complemented by international shipping capability across multiple countries, a Seoul retail showroom, and a bulk-purchase inquiry channel serving organizational buyers.

The product portfolio spans ceramic tableware, drinkware, heat-resistant cookware, and small lifestyle accessories, organized into named design collections such as Simple White, Bloom, Onseol, Sage Green, Sol, Bella Line, Tov (including message cards and postcards), and Yeoju artisan ceramics. Items are priced individually between roughly 600 KRW and 69,000+ KRW, with a free-shipping threshold at 50,000 KRW; ceramic products are manufactured using high-temperature firing (1,250°C+) and comply with MFDS food-safety regulations, with domestic output undergoing bi-annual KCL inspections and imported products subject to initial and random inspections under import regulations.

Commercially, Paulus runs a direct-to-consumer model with optional B2B bulk ordering and positions itself around three segments: individual home-dining consumers, gift buyers (housewarmings and celebrations, with gift-wrapping options available), and organizations purchasing in bulk. Marketing is conducted through a multi-channel footprint that includes the e-commerce storefront, product Q&A and review sections, and social profiles on Instagram, YouTube, Facebook, Kakao, Twitter, and Naver Blog. The company has 1–10 employees, no disclosed external funding or institutional ownership, and no identified parent or subsidiary entities.

Name

Paulus

Legal name

주식회사 파울러스

Website

https://paulus.co.kr

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Paulus (파울러스) is a privately held South Korean direct-to-consumer retailer that designs, sources, and sells ceramic tableware, drinkware, cookware, and gift items via its paulus.co.kr storefront, a Seoul showroom, and international shipping, serving home-dining consumers, gift buyers, and bulk organizational purchasers.

Ownership category

akta.pro rank

Headquarters

HQ city

Gunpo

HQ country

South Korea

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales (B2C E-commerce): Paulus generates revenue through direct online sales of tableware and kitchen goods to individual consumers. Products are sold as one-time purchases with prices ranging from 600 KRW (for cards) to 69,000+ KRW (for sets). The company also offers bulk purchase inquiries for larger orders, indicating B2B potential.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Paulus is a Korean tableware brand that designs and sells kitchenware products — including ceramic mugs, plates, bowls, noodle bowls, dining sets, drinkware, and heat-resistant cookware — primarily through its own e-commerce storefront paulus.co.kr. The company curates branded collections (Tov, Simple White, Bloom, Onseol, Sol, Yeoju ceramics, Um cookware) manufactured using high-temperature fired ceramics (1250°C+) and STS304-grade stainless steel, targeting individual consumers for home dining, home cafe, and gifting purposes. A physical showroom in Seoul complements the online channel, and the company ships internationally.

Product overview

파울러스 (Paulus) is a Korean tableware and ceramics brand offering a diverse portfolio of dining products. The company operates primarily as an e-commerce platform selling household ceramics and tableware through its paulus.co.kr shopping mall. The product lineup includes mug cups and drinkware (New 믹스커피 머그잔, 투톤 머그컵, 앙샹떼 머그, 럭키바니 소주잔, 미니 동물머그, 뮤즈 머그, 화이트 도자기 술잔), plates and dishes in various styles (Simple White, Sage Green, Flora, Bloom, Onseol, Jaemini, Yeoju ceramics, Japanese-style plates), tableware sets for 1-2 persons (Simple White, Sol, Bella Line), cookware including heat-resistant pots and pans (Um collection), and stationery items (Tov illustration cards and postcards). The brand is known for domestic Korean ceramic production using 1250°C+ high-temperature firing, with stainless steel items primarily using STS304 material. Paulus offers both retail individual items and bulk/wholesale purchasing options.

Differentiator

Problem solved

Functional benefit

Brands

• 파울러스 (Paulus): Korean tableware brand offering ceramic and dining products including mugs, bowls, dishes, and kitchen items.

Products and services

• Simple White Collection (심플화이트) — Ceramic Plates, Bowls, and Dining Sets
• Mugs and Drinkware (머그잔 / 머그컵)
• Traditional Korean Drinkware — Soju Cups and Makgeolli Cups
• Um Collection — Heat-Resistant Cookware (냄열팬 / 냄열냄비)
• Dining Sets for 1-Person and 2-Person Use (식기세트)
• Noodle Bowls and Specialty Bowls (면기 / 찻잔)
• Sage Green Collection (세이지그린) — Plates, Mugs, and Appetizer Plates
• Bloom and Onseol Collections (블룸 / 온설) — Pink and Grey Korean-Traditional Style Tableware
• Yeoju Ceramic Collection (여주 도자기) — Artisan-Made Plates and Cups
• Tov Stationery Collection (토브) — Illustration Message Cards and Postcards
• Serving Boards and Platters (식판)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hanjip (한집): Korean online ceramics and tableware brand selling curated Korean-made dishware to home-dining consumers. Closely comparable to Paulus in product category (ceramic plates, bowls, mugs), Korean DTC positioning, and lifestyle/gift-led merchandising.
• Tenbyten (10x10 / 텐바이텐): Major Korean lifestyle and design goods e-commerce platform with a strong tableware and home dining assortment. Comparable to Paulus as a Korean DTC lifestyle retailer selling curated ceramics, mugs, and home goods to similar home-cafe/home-dining consumers.
• 29CM: Korean curated lifestyle e-commerce platform featuring premium home goods, ceramics, and tableware from Korean and international designers. Comparable to Paulus in curation-led merchandising of design-forward tableware and home dining products to style-conscious Korean consumers.

Broad incumbents

• Modern House (모던하우스): Established Korean home goods and lifestyle retailer with a broad catalog including tableware, kitchenware, and home decor. Comparable to Paulus as a Korean home goods brand serving overlapping home-dining and home-cafe customer segments, though at significantly larger scale and assortment.
• Como Living (코모리빙): Korean home lifestyle retailer offering furniture, kitchenware, and home accessories. Comparable to Paulus in the Korean home goods retail space and overlapping customer base of style-driven home consumers, with broader assortment and offline footprint.
• Daiso Korea: Large Korean/Japanese variety retailer selling affordable household goods including kitchenware and tableware. Comparable to Paulus as a Korean household goods retailer serving home dining consumers, though at much lower price points and far greater scale.
• Muji (무인양품): Global Japanese minimal-lifestyle retailer with strong tableware, kitchenware, and home dining assortment. Comparable to Paulus on minimalist/Korean-Japanese home dining aesthetic and ceramics-led merchandising, but operating at significantly larger scale with global brand recognition.
• Miniso: Global lifestyle retailer offering affordable home goods, kitchenware, and tableware with design-led positioning. Comparable to Paulus as a design-forward home goods and kitchenware brand serving value-conscious style-driven consumers across retail and online channels.
• Zara Home: Global home and tableware retailer from Inditex offering curated ceramics, dinnerware, and kitchen accessories. Comparable to Paulus on design-led tableware merchandising and gifting occasion positioning, though at international scale and broader assortment.
• H&M Home: Global affordable home retailer with significant tableware and kitchenware assortment marketed around lifestyle and gifting. Comparable to Paulus as a design-led home goods brand with gift-friendly merchandising, although operating at vastly larger scale and global reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/paulusceramic

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Paulus