Showing promise in South Korea, this new app may become the best way to shop high-end brands online
Coupang is changing the online shopping game. This Seattle-based company, founded in 2010, focuses on efficient delivery and exceptional customer service. In 2024, the company launched the R.Lux app, specifically aimed at providing South Korean users with access to luxury beauty brands. Now, the app has expanded into fashion.
R.Lux seamlessly connects South Korean clientele with labels like Dolce & Gabbana and Ferragamo, offering easy access to high-end brands. Shoppers can browse and buy their favorite luxury labels directly through the app, with next-day delivery (even in remote areas), elevated packaging, and brand-direct partnerships that ensure authenticity and deliver a true luxury experience.
Jessy Kim, Head of R.Lux, states, “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.” R.Lux aims to emulate the luxury experience through every interaction — from perusing to purchasing.
Through its collaboration with Farfetch, the global luxury marketplace, R.Lux unlocked an expansive catalog of brands that were previously more exclusive. The platform curates each experience for the customer, spotlighting seasonal trends and the hottest new drops.
South Korea currently holds the title of the world’s top luxury spender per capita. This streamlined shopping experience will play a pivotal role in expanding the presence of major luxury houses across Asia. Backed by Coupang’s 23.4 million active customers, the development of R.Lux shows strong promise. Already a 2025 iF Design Award winner for its premium user experience, this app could well define the next era of online luxury shopping.
With momentum building in Asia, we are waiting to see where R.Lux goes next.
