At home

At Home Corp., a South Korean company founded in 2018, operates as a provider of home lifestyle services with a focus on solving daily inconveniences. Headquartered in Seoul, the company's business model revolves around the direct-to-consumer sale of its product lines, which include home appliances, aesthetically-themed items, and protein-focused foods. The company's brand portfolio includes Minix, which focuses on space optimization through practical and minimalist design; THOME, offering premium home aesthetic and skincare solutions; and Proteeone, a lifestyle brand centered on addressing protein deficiency in women.

A key part of its operation is FlenTech, a manufacturing subsidiary with over two decades of experience in producing food waste processors, including the flagship product for the Minix brand, 'The Flender'. This subsidiary manages production and after-sales service in-house, holding five patents related to its technology. To ensure product quality, At Home operates a 'Quality Lab' staffed by experts with extensive experience in quality control. Additionally, the company has an in-house Media Studio that creates video and photo content and manages live commerce broadcasts to connect content directly with sales.

The company is privately held and venture capital-backed, having secured a Series A funding round. Key investors include Hana Ventures, Korea Investment Partners, and Shinhan Venture Investment. In April 2025, At Home Corp. acquired Ecop, an electronics company, through a merger. The company's brand identity, characterized by a "Triangle Edge" motif, has received recognition for its design philosophy.

Keywords: home lifestyle services, South Korean startup, direct-to-consumer, home appliances, protein food, home aesthetics, skincare solutions, food waste processors, venture capital-backed, Minix, THOME, Proteeone, FlenTech, home convenience, consumer goods