Mardi Mercredi Records 1.54 Billion Won in Sales on First Day of Singles' Day Pre-Sales in China

Lifestyle company Peacepiece Studio said on October 27 that its contemporary fashion brand Mardi Mercredi recorded sales of approximately 1.54 billion won (7,714,676 yuan) on the first day of pre-sales for Singles' Day, China's largest shopping festival.

Mardi Mercredi Li Jiaqi Livestream/Photo by Piece Piece Studio

Mardi Mercredi's Chinese subsidiary held a Singles' Day pre-sales promotion that included live commerce with Li Jiaqi, one of China's leading livestream hosts. During the official Tmall livestream on the 19th, pre-orders surpassed 10,000 within the first 30 seconds. On the first day of official sales on Tmall, which began on the 20th, sales on the platform surpassed 2 million yuan (approximately 400 million won) in just nine minutes. Cumulative sales over the two days reached 1.54 billion won.

A sweatshirt worn by SEVENTEEN's Jeonghan in a unisex collection photoshoot, as Mardi Mercredi's first global ambassador, was a particularly strong seller. During the livestream's pre-order period, it ranked first in sales in the sweatshirt category. On the first day of official sales on the 20th, it also ranked first across the "hoodies and sweatshirts" category and 28th across all women's apparel categories on Taobao and Tmall.

Peacepiece Studio established a local subsidiary for Mardi Mercredi in China in the first half of this year. On the first day of official online sales following the brand's direct entry into the Chinese market in June, it recorded sales of approximately 600 million won.

Building on its online success, Mardi Mercredi will also target China's offline market. The brand plans to open its first local flagship store early next year on Anfu Road, one of Shanghai's best-known streets. The store will cover a total of 740 square meters, making it the largest of Mardi Mercredi's stores worldwide.

Peacepiece Studio co-CEOs Park Hwamok and Seo Seungwan said, "The promotion on the first day of this year's Singles' Day, held after we established a local subsidiary in China, once again demonstrated the brand's competitiveness. Building on our online success, we will ensure the successful launch of our Shanghai flagship store early next year and strengthen our position as a global brand."

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