[Edaily Reporter Kim Ji-woo ] #HYUNGJI Innovation and Creative Company Limited has recorded double-digit growth in its online business. As its “Omni-Fashion” strategy—which extends the trust built in its offline brands to the online sphere—has yielded results, the company aims to further boost online sales in the second half of the year through new online brands.

According to HYUNGJI Innovation and Creative Company Limited on the 25th, online sales in the first half of this year increased by 41% year-over-year, while visitor numbers rose by 108%. The company attributed this success to its swift response to changing consumer trends, led by a newly established VC business unit reporting directly to the CEO. It explained that the brand trust built through offline distribution channels, such as department stores, translated into traffic for online channels, and that strengthening its exclusive product lineup attracted new customers.

Online sales for HYUNGJI Innovation and Creative Company Limited’s flagship premium menswear brand, “BON,” rose 73% year-over-year in the first half of this year. Amid persistently high inflation, this is interpreted as reflecting demand from consumers seeking to purchase department store menswear brands at reasonable prices. The brand also contributed to improved performance by creating synergies with the shirt brand Yezak.

Additionally, sales for the women’s apparel brand “Caris Note” rose by 182% year-over-year during the same period. Sales grew by 9% thanks to the loyalty of female customers in their 30s and older, as well as the expansion of online-exclusive products.

HYUNGJI Innovation and Creative Company Limited is set to launch its new brand, “BOLDINI,” in the second half of the year. Immediately following the launch, the company plans to enhance digital touchpoints—such as content commerce and live commerce—to expand the customer experience. Through these efforts, the company aims to achieve 2.5 billion won in sales for “BOLDINI” in its first year and grow to 10 billion won within three years.

A HYUNGJI Innovation and Creative Company Limited official stated, “The potential of our omnichannel fashion strategy has been reaffirmed through our financial results,” adding, “We will successfully establish ‘BOLDINI’ this September and build a growth structure that will allow us to gain recognition for our competitiveness not only in the domestic market but also in global markets.”