E-mart‘s instant meal brand Peacock is continuing to show notable growth in the home meal replacement category as the group expands the brand’s distribution network to encompass rival retailers.

According to E-mart on Friday, sales of Peacock reached 66 billion won ($55.7 million) from January to May of this year, showing 37.5 percent on-year growth.


If the brand retains this level of growth, it is estimated to reach 165 billion won in sales this year. This is nearly five times the brand‘s revenue from 2013, when it first launched.

Peacock currently has 800 different products under its umbrella, spanning everything from kimchi to Chinese cuisine.

According to E-mart, consumer choices will expand to over 1,400 dishes by the end of the year.

Peacock set itself apart from other retailers’ private labels by aggressively expanding its customer base through rival retailers.

Peacock products were initially only available at retailers affiliated with Shinsegae Group, including SSG.com, With Me convenience stores and Shinsegae Duty Free.

However, in March, E-mart said it would be providing social commerce giant Coupang with 120 of its products

On Wednesday, E-mart announced it had partnered with Lotte Home Shopping to sell Peacock products on the air. Lotte Home Shopping is affiliated with the same group as Lotte Mart, one of E-mart’s main rivals.

According to E-mart, Peacock is currently scheduled to be sold through GS Home Shopping and also through online open markets Auction and Gmarket.

By Won Ho-jung (hjwon@heraldcorp.com)