Benson Ice Cream Targets 100 Stores by 2027 on Our Home Logistics

By Daniel Okafor

Premium ice cream brand Benson plans to reach 100 stores by 2027, split evenly between direct and franchised locations, using the logistics network of its new owner Our Home.

The brand's operator, VERRERS COOPCREEMERY, announced on the 26th that it has completed registration of its franchise business with the Fair Trade Commission. Recruitment of franchisees will start in the first half of next year, focused on major commercial areas in Seoul and the wider metropolitan region.

The move follows a business transfer contract signed on the 22nd between VERRERS COOPCREEMERY and Our Home. Benson joins the Our Home division starting next month. The company said it will use Our Home's national logistics network and food manufacturing capacity to build the operating base that store expansion requires.

How fast is Benson growing?

Benson opened its first store in Apgujeong Rodeo, Seoul, in May last year. It now runs 27 stores. Nineteen of them opened this year, which means the brand has roughly quadrupled its footprint within about a year of launch.

The store target breaks down simply: 50 direct stores and 50 franchised stores by 2027. The company will concentrate first on Seoul and the metropolitan area, then push into provincial regions from 2028.

What does the sales data show?

Revenue per store is moving in the right direction. According to the company, eight road shops opened since June this year — including locations in Banpo, Mok-dong, Seohyun and near Seoul National University Station — averaged about 100 million won in sales during their first month.

That figure runs about 26% above the first-month average of the eight stores that opened last year. Even after excluding stores opened this year that have operated for less than a month, average first-month sales still rose about 13% versus last year's cohort.

The comparison matters because it signals demand is holding as the brand scales beyond its flagship neighborhood.

Why does logistics decide the franchise model?

Frozen delivery is the core constraint. Ice cream requires a constant temperature through storage and transport, so a franchise system lives or dies on its cold chain. Benson plans to use Our Home's infrastructure to build a frozen delivery system and supply franchisees without interruption.

The company also expects gains beyond logistics. It will reorganize the franchise operating system by combining Our Home's food manufacturing experience with its own restaurant operations, and it aims to strengthen purchasing power on raw materials.

Where else will Benson sell?

Sales channels will widen beyond street shops. The company is considering concession sites operated by Our Home — airports, complex shopping malls and highway rest areas — plus the distribution network serving group meals and food materials.

Benson will also work with Gomed Galleria to supply food and beverage services to residents of premium apartment complexes.

VERRERS COOPCREEMERY said it plans to strengthen its logistics and operating system and grow the brand together with franchisees through the integration into Our Home.

What is the market backdrop?

The broader domestic ice and retail market is declining over the long term, according to the source. The premium segment behaves differently: new brands keep entering, and existing players compete on differentiation.

That is the bet behind the expansion. If premium demand holds, the company that controls its cold chain, secures premium locations and keeps store-level sales rising stands the best chance of converting a 27-store brand into a 100-store chain by 2027.