[E-Daily Reporter Hyera Lee ] TOEBOX KOREA, Ltd.(215480)announced on the 15th that sales of the global jelly shoe brand “Melissa” and its children’s line “Mini Melissa” increased by 38% year-over-year in the first half of this year.

Sales for Melissa and Mini Melissa in the first half of the year totaled approximately 7 billion won, up from about 5 billion won during the same period last year. TOEBOX KOREA, Ltd. explained that the sales increase was driven by jelly shoes re-emerging as a fashion trend this year—fueled by the “jelly shoe customization craze”—as well as the expansion of the adult product line and the operation of pop-up stores.
TOEBOX KOREA, Ltd. stated that, starting this year, it has expanded its Melissa product line for adult women in addition to its existing lineup focused on infants and children, and that sales of both adult and children’s products have increased, driven by the “matching outfits” trend where parents and children wear similar styles.
The company also boosted brand awareness by operating pop-up stores at major department stores and expects demand for jelly shoes to continue growing as the peak summer and rainy seasons begin.
TOEBOX KOREA, Ltd. stated, “Both Melissa and Mini Melissa are showing steady sales growth,” adding, “We will continue to expand our product lineup and distribution channels to strengthen our presence in the domestic jelly shoe market.”