South Korean discount chain E-Mart has launched home specialty brand “The Life” to compete with Swedish furniture retail giant IKEA, the company said Monday.

“The Life will strengthen its foothold as a local lifestyle brand by launching stores not only in new E-Mart branches, but also in multiple shopping malls and outlets run by Shinsegae Group,” said Lee Gap-soo, CEO of E-Mart, the flagship unit of Shinsegae Group.

The store will sell some 5,000 home furnishing items, ranging from bedroom furniture, kitchenware to garden decor.

The Life’s first store will be housed in E-Mart’s new branch at KINTEX, Ilsan, Gyeonggi Province, which is slated to open on June 18.

The 3,300-square-meter store will consist of six concept rooms including kitchen, living room and kid’s room which will showcase products from the brand to offer customers inspiring home furnishing solutions.

The move comes six months after furniture juggernaut IKEA opened its first Korean store in December 2014 in Gwangmyeong, Gyeonggi Province.

In a press release, E-Mart claimed to have a “head-to-head match” with IKEA with more customized and localized business strategies.

“The Life will secure a competitive edge by differentiating itself from other western furnishing retailers such as IKEA with products and services that are thoroughly tailored to the Korean residential environment and lifestyle,” the company’s official said.

Unlike IKEA, known for ready-to-assemble furniture, E-Mart plans to adopt custom-made solutions for furniture where customers can choose their preferred colors, sizes and materials to create their own.

By Park Han-na (hnpark@heraldcorp.com)