Lee Jeans Korea targeting $50m in sales
Casualwear brand Lee Jeans Korea, now in its third year of business, plans to bring in $50 million (65 billion South Korean won) in sales this year.
The B.Cave-operated company achieved sales of roughly $38 million (50 billion South Korean won) in 2022, according to local media reports.
Womenswear is currently a key area of development ahead of autumn-winter, with the brand set to strengthen its offer of cropped sweatshirts, cardigans and knits, in particular. It will also introduce new winter accessories and lines skewed towards more “feminine silhouettes and colours”.
Following this season's collaboration with Disney, a dedicated kidswear capsule collection will make its debut in time for autumn-winter. The intention is to maximise Lee’s heritage and appeal as a “family brand” for all ages, the company said.
Lee Jeans Korea notably launched with a limited denim offer back in 2021. Its strategy, at least initially, was to focus its efforts on the “lifestyle casual” market, B.Cave (formerly Barrels) said at the time. Denim jeans accounted for 12% of all offline retail sales last autumn-winter, taking a less than 2% share of the brand’s online total.
In addition to its flagship store in Seoul’s Hongdae neighbourhood, the brand set up shop inside the Starfield Hanam shopping mall in Gyeonggi province on March 3. It next plans to open ten new locations before the second half of this year, including what was described as a duty-free exclusive.
Image: Lee Jeans Korea via Instagram.
