Hyungji I&C Expands Customer Base with Combined Menswear and Womenswear Stores... Aiming for Sales Synergy through Online Mall Integration

The complex store of Hyungji I&C's menswear brand "Bon" and womenswear brand "Carrisnote" at Lotte Premium Outlet in Icheon.

Hyungji I&C (011080) has launched a combined store offering both menswear and womenswear, as part of its effort to expand its customer base. The company’s strategy is to enhance competitiveness of its own online mall while, offline, maximizing synergy between brands by expanding stores where both male and female customers can shop together.

Recently, Hyungji I&C opened a combined store at Lotte Premium Outlet, Icheon, featuring the premium menswear brand Bon and the contemporary womenswear brand Carrisnote together. This is the first time the company has brought its menswear and womenswear brands together in a single retail space.

This store reflects the characteristics of the premium outlet’s market, which attracts many families and couples. The layout enables customers to browse and purchase both men’s and women’s products in one location, encouraging joint purchases.

While previous shopping experiences centered on a single brand, the combined stores for men and women are designed so that accompanying customers can explore products from different brands together. The company aims to increase the average purchase per store through this approach.

The push for offline channel expansion is also backed by growth in the womenswear business. In the first half of this year, online sales for the flagship womenswear brand Carrisnote increased by 182% compared to the same period the previous year — nearly tripling year over year.

This growth rate exceeds that of Hyungji I&C’s major menswear brands, Yezac and Bon, in their online sales. The company attributes these results to differentiated product competitiveness and materials, as well as on-offline connected marketing that reflects female consumers’ purchasing patterns.

Through these efforts, Hyungji I&C is increasing the proportion of womenswear in its traditionally menswear-focused business portfolio and expanding its business domain. The company aims to connect Carrisnote’s strong online growth momentum with offline channel expansion to secure additional drivers of growth.

The company will also continue to strengthen its online business. Hyungji I&C plans to increase online customer touchpoints by improving customer benefits and usability of its own online mall, Hygene.com. Offline, it will gradually expand combined stores for men and women, focusing on premium outlet locations.

The strategy is to expand customer purchasing experiences by placing highly popular womenswear and menswear brands together in combined stores, and linking the company’s online mall with offline stores.

A Hyungji I&C official stated, “We have created a shopping environment where both male and female customers can experience various brands together in one space, in line with changing shopping patterns. By strengthening the competitiveness of our womenswear brands, implementing our combined store strategy, and improving the convenience of our company’s online store, we aim to maximize synergy between our brands and simultaneously enhance shopping convenience and average purchase amount for couples and families.”

Building on the strong online sales growth of its womenswear business, Hyungji I&C will further reinforce combined stores for men and women and its own online mall to expand customer contacts and broaden the foundation for sales growth through cross-brand purchasing.

This content was produced with the assistance of AI translation services.