[Edaily Reporter KYUNG GYEYOUNG ] The domestic athleisure market is entering a new phase. While the growth of Andar and XEXYMIX—leading domestic brands that have long dominated the market—and global powerhouse Lululemon has slowed, Shinhung premium brands classified as “second-generation” players, such as Viewori and Aloyo, are expanding their market share.

According to industry sources on the 10th, the focus of the domestic athleisure apparel market is shifting from figure-correcting leggings to a wellness lifestyle. “Athleisure,” a portmanteau of “athletic” and “leisure,” refers to clothing that is functional enough to wear while engaging in sports but can also be worn in everyday life.

Changes in the athleisure trend can also be seen in market growth trends. According to a survey by global market research firm Euromonitor, the average annual growth rate of the domestic leggings market from 2020 to 2025 was 7.6%, falling short of the global leggings market growth rate (8.8%). This rate is also lower than the annual average growth rates of the domestic performance sportswear market (10.6%) and the sports-inspired apparel market—which emphasizes a sporty look without specific functional features (8.3%).

As the growth of the leggings market—once a flagship of athleisure—has stalled, the landscape of domestic brands has also shifted. Mula Wear, a first-generation brand that led the athleisure market in its early days, began the process of bankruptcy last June after a decision was made to terminate its corporate rehabilitation proceedings.

The two remaining major domestic players are also struggling to secure profitability. While Andar’s revenue grew from 236.8 billion won in 2024 to 298.7 billion won in 2025, its operating profit decreased by about 13% during the same period, from 32.8 billion won to 28.5 billion won. In the first half of this year, revenue rose 22% year-over-year to 165.8 billion won, but operating profit increased by only 5% to 16.2 billion won. Brand X Co., Ltd.(337930)reported revenue of 127.4 billion won in the first half of this year, a 2% increase, but operating profit fell 23% to 6.4 billion won.

It’s not just domestic brands. Lululemon, once dubbed the “Chanel of leggings,” also saw its global revenue and operating profit for the second quarter (May–July) decline by 4% and 13%, respectively, year-over-year, to $2.4 billion and $454 million. Legging sales also fell by 20% during the same period. Although the company cited South Korea and Japan as regions where the brand remains strong during its earnings call, if the slump in North America and other markets continues, growth in the domestic market cannot be guaranteed.

Alo and Vuori, which have emerged as powerful competitors to Lululemon in the North American market, are expanding their presence in Korea as well and are gaining attention as emerging powerhouses in the domestic athleisure market. Both brands, classified as “second-generation” brands, share a common strategy of targeting consumers with styles that are comfortable enough for everyday wear rather than just leggings.

Starting with its first Asian flagship store in Dosan last year, Alo plans to open additional locations at Hannam, HYUNDAIDEPARTMENTSTORECO.,LTD’s Main Branch and Jamsil Branch, The Hyundai Seoul, and HYUNDAIDEPARTMENTSTORECO.,LTD’s Mokdong Branch. Vouri is expanding its domestic distribution network through its official importer, SHINSEGAE INTERNATIONAL(031430), to locations including the Lotte Department Store Main Branch, Shinsegae Co.,Ltd.’s Gangnam, DaeguDepartmentStore, and Centum City branches, and Starfield Hanam. Last month, the brand also broadened its consumer engagement by launching a pop-up store in Seongsu-dong, Seoul, that incorporated community programs.

An industry insider explained, “As the athleisure market is shifting beyond the simple functionality of workout clothes to offer a blend of fashion, wellness, and everyday wear, demand is growing for brands that allow people to express their own unique lifestyles.” They added, “We’re moving away from a market dominated by a single brand, and new brands with distinct strengths—such as fashion, performance, and comfort—are on the rise.”