FLAT POINT

What FLAT POINT does

FLAT POINT is a South Korean direct-to-consumer furniture and home decor brand operating under parent company FP&Co. (주식회사 에프피앤코), headquartered in Seoul and led by owner/CPO Kim Woo-seok (김우석). The company designs, manufactures, and retails made-to-order sofas, ceramic-topped dining tables, chairs, lighting, and home accessories, and operates a premium kitchen sub-brand called KITCHEN LINO that received product placement in the 2019 film "Parasite." FLAT POINT runs nine branded showrooms across South Korea — Seongsu (Seoul), Pangyo, Busan, Daejeon, Incheon, and Daegu — plus concessions inside major department stores including Hyundai, Lotte, Shinsegae, AK Plaza, and NC Cube.

The brand's technical foundation is a proprietary ceramic-and-plywood composite bonding technique applied to imported Italian ceramic surfaces, paired with Crevin fabric (Spain), German natural oil finishes, and FAS-grade hardwoods. Products are made-to-order with 4-8 week lead times, enabling customization while reducing inventory risk. Pricing spans KRW 20,000 for small home decor items to KRW 7.8 million for premium sofas, with periodic 5-15% promotional discounts.

The business model combines DTC e-commerce via flat-point.com, branded showroom retail, department store partnerships, a B2B commercial division, and an English-language international site. After-sales engagement is supported by the FLAT CARE table-top replacement and warranty service, a membership point accumulation system, and KakaoTalk-based customer service. The company is privately held and bootstrapped, with no disclosed external funding rounds.

Name

FLAT POINT

Legal name

주식회사 에프피앤코(FP&Co.)

Website

https://flatpoint.co.kr

Company type

Private

Operating status

Operating

Short description

FLAT POINT is a South Korean DTC furniture and home decor brand designing made-to-order sofas, ceramic dining tables, chairs, lighting, and accessories, serving residential and B2B customers through nine showrooms, department store concessions, and online channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Yeoksamdong

HQ country

South Korea

HQ region

Asia

Offices10 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Furniture Product Sales: One-time sales of furniture products including sofas, tables, chairs, lighting, and home decor items. Products are made-to-order with lead times of 4-8 weeks for large furniture and 2-4 weeks for smaller items.
2. Membership Point System: Customers earn points on purchases: 1% for furniture, rugs, mirrors; 2.5% for home decor and tableware. Points can be redeemed on future purchases (max 50% of purchase amount, minimum 1000 points and 50000 KRW purchase). New members receive 10000 KRW welcome bonus with SMS/email consent.
3. Flat Care Service: Table top replacement service allowing customers to change surface materials, designs, or sizes while retaining the same base/legs. Provides additional revenue and customer retention opportunity.
4. B2B/Corporate Sales: Business-to-business sales channel for bulk orders, corporate projects, and interior design collaborations. Contact via [email protected].

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

FLAT POINT designs, manufactures, and sells premium minimalist furniture and home decor items including modular sofas, ceramic-top dining tables, chairs, lighting, rugs, mirrors, and home accessories. Products are made-to-order with 4–8 week lead times and sold through the company's own e-commerce website, 9 owned showrooms, and department store concessions across South Korea. The brand also offers a Flat Care tabletop replacement service and B2B project sales for interior designers, real estate developers, and corporate clients.

Product overview

FLAT POINT is a Korean furniture brand offering a comprehensive interior design portfolio centered on minimalist, flat-sensibility design. The product lineup includes modular sofas (VEMBER, TOAST, TOMBO, MONDO, LAYER, BAY, MARGE, BON, NENDY, ROND, NOAH), dining tables featuring Italian ceramic tops combined with engineered wood bases (SAVO, ATIK, HUSH, HAV, DEER, WIFF, VOLINI), chairs (BON, BIETTO, VOLINI, LATO, ATIK, FRAN, MOKU, SALITO), lighting (KATTO, SHU), home decor accessories (TUBE, SHU SCENTED OBJET), and beds (LAGO, MANTA, NUBE). The brand operates both directly-managed showrooms and department store locations across Korea, with a B2B project division for commercial interior projects.

Differentiator

Problem solved

Functional benefit

Products and services

• VEMBER SOFA Modular fabric sofa available in various sizes and configurations with functional cushion options, sold as part of the FLAT POINT made-to-order lineup.
• SAVO CERAMIC TABLE Dining table with Italian ceramic top combined with engineered wood base, delivering durability and modern minimalist aesthetics.
• ATIK CERAMIC SOFT TABLE Soft-form ceramic dining table with rounded edges and Italian ceramic surface.
• HUSH CERAMIC ROUND TABLE Round ceramic dining table with glossy finish and ceramic top on supporting base.
• HAV CERAMIC OVAL TABLE Oval-shaped ceramic dining table with soft-form design.
• DEER CERAMIC TABLE Ceramic dining table featuring deer-horn-inspired frame design with Italian porcelain ceramic top.
• WIFF CERAMIC TABLE Ceramic dining table with modern soft-form design.
• LAYER SOFA Minimalist fabric sofa with clean lines and modular configuration options.
• MONDO SOFA Leather sofa with generous proportions and comfortable seating, positioned at the premium end of the FLAT POINT sofa line.
• NENDY SOFA Modular fabric sofa system with various cushion and configuration options.
• TOAST SOFA Contemporary sofa available in fabric and leather options.
• BON CHAIR Classic wooden chair with seamless leg construction and fabric upholstery options including Crevin and Easy Plus fabrics.
• VOLINI FABRIC CHAIR STAINLESS Modern chair with stainless steel frame and fabric cushion, combining warmth and contemporary design.
• LATO CHAIR CHROME Chrome-finished metal chair with minimalist design.
• KATTO LAMP Series Table lamps, floor lamps, and pendant lamps in the KATTO lighting collection.
• DOB Series Multi-functional storage and display unit available in various sizes (DOB 215, 225, 310, etc.) for dining room and living spaces.
• PIK SIDE TABLE Minimalist side table for living spaces.
• TUBE GIFT SET Decorative home accessories including cups, plates, and gift sets in the TUBE series.
• FLAT CARE SERVICE Table top replacement service allowing customers to change surface materials, designs, or sizes while retaining the same base/legs, extending product lifespan and providing additional purchase engagement.

Quantifiable outcome

• Zero explosion incidents reported for ceramic tables using proprietary ceramic + plywood bonding technology
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Kitchen Lino (키친리노)coreStrategic or Co-development Partner · 30 May 2019FLAT POINT operates KITCHEN LINO as a premium kitchen brand. KITCHEN LINO provided complete kitchen design, construction, and installation for director Bong Joon-ho's film 'Parasite' (2019). This collaboration demonstrates FLAT POINT's design capabilities and premium positioning in the interior design market. KITCHEN LINO can be contacted at T: 070-8146-3220 / E: [email protected].

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Wayfair: Global online home goods marketplace covering furniture and decor at broad price points — a broad incumbent competing with FLAT POINT's e-commerce channel for online furniture shoppers.
• Zara Home: Global home decor and small-furniture retailer operating within a broader apparel parent; comparable to FLAT POINT on home decor, lighting, and accessories categories though not on heavy furniture.
• IKEA Korea: Global furniture incumbent with a major Korean retail footprint; competes with FLAT POINT on home furnishings but at mass-market price points with flat-pack, off-the-shelf delivery rather than made-to-order premium.

Direct peers

• Article: D2C modern furniture brand selling mid-priced sofas, dining tables, and bedroom sets directly online — comparable to FLAT POINT on direct-to-consumer furniture with curated, design-forward catalogs.
• West Elm: US-based modern home furnishings retailer known for minimalist design and made-to-order upholstery — directly comparable to FLAT POINT in design philosophy and DTC-plus-showroom model.
• Evezary: Korean contemporary furniture brand selling sofas, tables, and chairs through showrooms and online channels — a directly comparable mid-market premium peer to FLAT POINT.
• HanSem: One of South Korea's largest home furniture and interior brands, operating showrooms, manufacturing, and e-commerce across residential furniture categories — directly comparable to FLAT POINT in product scope, channel mix, and Korean premium positioning.
• Casamia: Korean premium furniture and home interior brand with showrooms and B2B project business, comparable to FLAT POINT in design-forward positioning and Korean showrooms-plus-department-store distribution.
• Muji: Japanese minimalist home goods retailer with strong Korean presence; competes with FLAT POINT on minimalist aesthetic, product breadth across furniture and home decor, and DTC/retail channel mix.
• Livart: Major Korean furniture and interior retailer with showrooms and department store presence, competing with FLAT POINT across sofas, dining sets, and bedroom furniture for the same residential customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/flat_point
• Facebookfacebook.com/flatpointliving

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 FLAT POINT