HAAN Corporation
HAAN Corporation is a South Korean D2C home appliance company specializing in steam-based cleaning, garment care, and kitchen products, selling primarily through its own e-commerce site and Korean TV home shopping channels to household consumers.
- Company typePrivate
- Founded2007
- HeadquartersLancaster Park, Canada
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What HAAN Corporation does
HAAN Corporation (한경희생활과학) is a privately held South Korean home appliance company headquartered in Ansan-si, Gyeonggi-do, that specializes in steam-based household products sold primarily through direct-to-consumer e-commerce and TV home shopping channels. Founded in 2007, the company operates under two corporate entities — (주)한티앤에스, which handles after-sales service through the HAAN Customer Happiness Center, and (주)한이지라이프, which operates the HAAN Life Science online mall — and is led by Representative Park Je-woo (박제우).
The company's core competency is steam technology applied across cleaning (2in1 steam cleaners, powerful one-touch steam cleaners), garment care (steam irons), and adjacent kitchen and lifestyle categories including air fryers, food waste disposers, soy milk makers, humidifiers, dehumidifiers, fans, portable air conditioners, oral irrigators, toothbrush sanitizers, baby bottle sterilizers, smart scales, and industrial vacuum cleaners. The product range is supported by an owned D2C storefront at haan.com, with international shipping enabled to 100+ countries, alongside Korean-market home shopping distribution through partners such as Hyundai Home Shopping and nationwide logistics via CJ Logistics.
HAAN generates revenue primarily through one-time product sales to Korean consumers, with a 10% new-member discount coupon (up to 50,000 KRW) and periodic promotional events used to drive acquisition. The company maintains an active customer service operation, brand presence on Kakao, YouTube, and Naver Blog, and pursues incremental line extensions and category expansion rather than large M&A or capital-raise activity.
HAAN Corporation firmographics
Firmographics- Name
- HAAN Corporation
- Legal name
- (주)한티앤에스
- Website
- https://haan.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- HAAN Corporation is a South Korean D2C home appliance company specializing in steam-based cleaning, garment care, and kitchen products, selling primarily through its own e-commerce site and Korean TV home shopping channels to household consumers.
- Ownership category
- akta.pro rank
HAAN Corporation industry classification
Industry- Product category
- Home Appliances
- NAICS
- Small Electrical Appliance Manufacturing (335210)
- SIC
- Household Appliances (3630), Electric Housewares & Fans (3634)
- akta.pro primary industry
- Home Cleaning Appliances Retail (Vacuums, Steam Mops) (CRACADAG)
Keywords
Where HAAN Corporation is headquartered
LocationHeadquarters
- HQ city
- Lancaster Park
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
HAAN Corporation business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales (B2C E-commerce): Direct-to-consumer sales of home appliances through the company's official website haan.com, including categories such as steam appliances, home appliances, and kitchen appliances. The company operates its own e-commerce platform for product sales, order processing, and fulfillment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard retail pricing with member discounts |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
HAAN Corporation product offering
Product offeringCore offering
HAAN Corporation designs, manufactures, and sells steam-based home appliances and kitchen appliances primarily to individual consumers. Core offerings include steam cleaners, steam irons, air fryers, food waste disposers, soy milk makers, humidifiers/dehumidifiers, fans, vacuum cleaners, and personal care devices, sold directly through its own e-commerce storefront and home shopping TV channels.
Product overview
HAAN Corporation (한경희생활과학) is a Korean home appliance company offering a diverse portfolio of household products primarily focused on steam-based cleaning technology. The product lineup includes three main categories: 스팀가전 (Steam Appliances) for steam cleaners and steam irons; 생활가전 (Home Appliances) covering vacuum cleaners, bedding cleaners, seasonal appliances (humidifiers, dehumidifiers, fans, portable air conditioners, dryers, heating mats), and floor care (mops); and 주방가전 (Kitchen Appliances) featuring air fryers, food waste disposers (smart AI eco-friendly model HFT-D8000), electric kettles, food dehydrators, soy milk makers (HESR-D5000), and coffee machines. Additional products include oral care devices (water flossers, toothbrush sanitizers), baby care products (bottle sterilizers), smart scales, industrial vacuum cleaners, and heaters. The company operates primarily in South Korea with international shipping to numerous countries worldwide, and provides customer support through a dedicated A/S center network with partner service providers.
Differentiator
Problem solved
Functional benefit
Products and services
- Steam Appliances (스팀가전) Core steam-based product category covering steam cleaners (including 2in1 EHSM-D2000WT) and steam irons (HX-IR1200, HIH-1500, HIS-1500, HS-50C/70C/90C/110C/130C) for household cleaning and clothing care.
- Home Appliances (생활가전) Broad household appliance category including vacuum cleaners, bedding cleaners, mops, humidifiers (HTM-500C/530C/550C/410C, IH-4500C/5000C), dehumidifiers (HE-D707), fans (BLDC and standard models including HEF-FL8040/FL9020/FL9010, HEF-C6090SC, HEF-SC6000, HEDF-S7500/SB7010/SW7700, HEF-4100/3700C/1100/3600B/1000), portable air conditioners, dryers, heating mats (HAAN-Q1000, HAAN-P1000/P3000, HAAN-4000, HAAN-RT100/S100, HAAN-H1000T), industrial vacuum cleaners (HAAN-OV200 20L, HAAN-OV300 30L), and heaters.
- Kitchen Appliances (주방가전) Kitchen-focused appliance category comprising air fryers (HE-A817, HE-A818, HE-A819), the Smart AI Eco-Heat food waste disposer (HFT-D8000) with quiet operation and odor elimination, electric kettles, food dehydrators, soy milk and porridge makers (HESR-D5000), and coffee machines.
- Personal Care Appliances Personal care product line including oral irrigators/water flossers (AQ-150, AQ-200, HO-H3300, HO-T3900, HO-T4500, HO-T2500, HO-T2300, HO-H3100, HC-T5100, HC-T5300), toothbrush sanitizers (HT-4500U, HT-4900U, HT-5300W, HT-5500W, HT-5800W, TM-8900, TM-9500), and smart body scales (MF-C203B, MF-S202B, HBS-330T, HBS-350T).
- Baby Care Sterilizers Baby bottle sterilizer (model HAAN-BB100) for sanitizing baby feeding equipment, leveraging the brand's steam technology expertise.
- Soy Milk & Porridge Maker (두유죽 메이커) Health food preparation appliance (model HESR-D5000) for making soy milk and porridge at home for Korean consumers.
- Smart AI Eco-Heat Food Waste Disposer (스마트 AI 에코히트 음식물처리기) AI-powered food waste processor (model HFT-D8000) featuring quiet operation and odor elimination technology for kitchen food waste management.
Companies that use HAAN Corporation
Customer profileSegments1 record
Ideal customer profiles2 records
HAAN Corporation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
HAAN Corporation partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- CJ대한통운 (CJ Logistics)coreCJ Logistics (CJ대한통운) serves as the primary logistics and delivery partner for HAAN Corporation. They handle product shipping and delivery services. CJ Logistics also provides a pickup service for A/S (after-sales service) returns, with an agreement in place to facilitate convenient customer service. The company is used for both product delivery and A/S service returns.
Scale indicators1 record
Recent moves4 records
Expansion highlights5 records
HAAN Corporation competitors and assessment
Company assessmentDirect peers
- Cuckoo (now Cuckoo Homesys): See Cuckoo Homesys above. (Note: corrected peer list entry — primary peer is Cuckoo Homesys, the post-restructuring entity.)
- Dyson: Global premium home cleaning brand with cordless vacuums, fans, air purifiers, and hair care. Directly comparable to HAAN in steam cleaners, vacuum cleaners, fans, and humidifiers, though Dyson operates at a premium price tier with much stronger brand equity.
- Bissell: Specialist in floor care including steam cleaners, vacuums, and carpet cleaners. Most directly comparable to HAAN's steam cleaning product line and heritage as a category-focused cleaning brand.
- SharkNinja: Multi-category small home appliance company (vacuums, steam mops, air fryers, blenders) selling through DTC and mass retail. Directly comparable to HAAN in product breadth across cleaning, kitchen, and personal care categories.
- Cuckoo Homesys: Korean mid-market home appliance brand (rice cookers, water purifiers, air care, kitchen appliances) selling through DTC and home shopping channels. Highly comparable to HAAN's GTM motion, Korean consumer positioning, and multi-category home appliance portfolio.
Broad incumbents
- Coway: Korea's largest home appliance brand specializing in water purifiers, air care, and bidets. Comparable as a Korean household appliance incumbent with similar DTC + home shopping distribution and overlapping product categories like humidifiers and air care.
- De'Longhi: Italian small kitchen appliance maker (coffee machines, air fryers, portable ACs). Comparable to HAAN in air fryers, coffee machines, and portable AC product lines, though De'Longhi has much stronger brand recognition in Western markets.
Regional players
- Joyoung: Chinese small kitchen appliance brand (soy milk makers, food processors, air fryers). Directly comparable to HAAN's soy milk maker (HESR-D5000), food waste disposer, and broader kitchen appliance portfolio, though primarily serving the Chinese market.
Emerging players
- Roborock: Smart home cleaning brand with robotic vacuums and wet/dry floor cleaners. Comparable to HAAN in home cleaning focus and as a smart-feature-enabled Asian consumer appliance brand.
- Tineco: Smart floor cleaning brand (cordless vacuums, wet/dry floor cleaners) with strong DTC presence. Comparable to HAAN in steam/floor cleaning focus and modern e-commerce go-to-market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
HAAN Corporation social profiles
Digital presenceHAAN Corporation financial estimates
Financial estimateRevenue estimate
Valuation estimate
HAAN Corporation leadership team
Management profileNumber of profiles
Profiles3 records
HAAN Corporation subsidiaries and ownership
Company hierarchySubsidiaries1 record
HAAN Corporation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HAAN Corporation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HAAN Corporation
What does HAAN Corporation do?
HAAN Corporation designs, manufactures, and sells steam-based home appliances and kitchen appliances primarily to individual consumers. Core offerings include steam cleaners, steam irons, air fryers, food waste disposers, soy milk makers, humidifiers/dehumidifiers, fans, vacuum cleaners, and personal care devices, sold directly through its own e-commerce storefront and home shopping TV channels.
Is HAAN Corporation a public or private company?
HAAN Corporation is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HAAN Corporation founded?
HAAN Corporation was founded in 2007. It employs 101 to 250 people.
Where is HAAN Corporation based?
HAAN Corporation is headquartered in Lancaster Park, Canada, in the North America region.
How does HAAN Corporation make money?
One revenue line is on record: product Sales (B2C E-commerce).
Who are HAAN Corporation's main competitors?
Direct peers on record are Cuckoo (now Cuckoo Homesys), Dyson, Bissell, SharkNinja and Cuckoo Homesys. Broad incumbents are Coway and De'Longhi. Joyoung is listed as a regional player. Emerging players are Roborock and Tineco.
Does HAAN Corporation have an API?
No public API is recorded for HAAN Corporation.
What industry is HAAN Corporation in?
HAAN Corporation's product category is Home Appliances. Its primary akta.pro industry code is CRACADAG, Home Cleaning Appliances Retail (Vacuums, Steam Mops). Its NAICS code is 335210 and its SIC code is 3630.