EMart’s M-Lounge to sell electric mini-vehicles

1 min readUpdated Jun 4, 2025Jan 22, 20183:10 AM

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South Korea’s discount store E-Mart, a unit of retail conglomerate Shinsegae Group, has started selling electric mini-vehicles.

E-Mart says it has expanded its M Lounge network to seven shops across Korea to sell electric bicycles and EVs.

Introduced at its Yeongdeungpo store last March to introduce its e-mobility lineup, M Lounge now sells E-Mart’s private-brand e-bike Pedelec and other brands such as Mando Footloose and Maskali, as well as Air Wheel (electric wheel) and iBoat (electric kickboard). It has also started taking orders for the Zhi Dou two-seater electric car from China, which can run up to 150㎞ on a single charge.

Cleared by regulatory authorities last month, the vehicle is expected to be priced at KW13 to 14 million (US$13,000).

E-Mart aims to install M Lounge at up to 20 key stores across the country.

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What this means

E-Mart's expansion into electric mini-vehicles through M-Lounge presents a shrewd diversification play for a discount retailer, using existing store footfall for higher-value, emerging products. This directly pressures specialist e-mobility stores and traditional car dealerships, particularly with the competitive KW13-14 million Zhi Dou two-seater. While Tiffany & Co. Focuses on experience with its Blue Box Cafe, E-Mart’s strategy is a direct challenge to new market segments, mirroring Carlyle Group's acquisition of KFC Korea in its pursuit of new revenue streams rather than just expanding existing formats like Lego's flagship. Success hinges on consumer adoption of vehicles via discount retailers; monitor M-Lounge sales figures for the Zhi Dou next year.

Aiko Tanaka · Retail News Asia newsroom

Questions & Answers

What types of electric mini-vehicles does E-Mart's M Lounge sell?

M Lounge offers electric bicycles, including E-Mart's own Pedelec brand, and other makes like Mando Footloose and Maskali. It also sells Air Wheel electric wheels, iBoat electric kickboards, and the Zhi Dou two-seater electric car from China.

Which specific electric car is E-Mart selling, and what is its estimated price?

E-Mart is taking orders for the Zhi Dou two-seater electric car from China. This vehicle, which can travel up to 150km on a single charge, is expected to be priced between KW13 and 14 million.

What is E-Mart's future expansion plan for its M Lounge network?

E-Mart aims to significantly expand its M Lounge network. The company plans to install M Lounge at up to 20 key stores located across South Korea, enhancing its presence in the e-mobility market.

When did E-Mart first introduce its e-mobility lineup and expand its M Lounge network?

E-Mart first introduced its e-mobility lineup at its Yeongdeungpo store last March. The company has since expanded its M Lounge network to seven shops across Korea to sell its range of electric bicycles and other electric vehicles.

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