"36 Years of Expertise Poured In" E-Land's Ambitious Challenge in Kidswear Musinsa 'Kidikidi'... Leading the Race

Leading Children's Clothing Online and Offline... Specialized Curation Commerce Platform 'Kidikidi'
36 Years of Children's Clothing Operation Know-How Shared by Designers and Individual Sellers Incubating Model
A Win-Win Platform Growing Together with Children's Lifestyle Brands

[Asia Economy Reporter Lee Seon-ae] "From specialized children's clothing magazines to designer stores filled with sentiment," a specialized curation online platform like 'Musinsa' has finally appeared in the domestic children's clothing market. The ambitious challenger in the platform market is E-Land. E-Land's strategy is to strengthen market dominance by making 'KiddyKiddy' the 'Musinsa' of the children's clothing industry and further lead by expanding the size of the children's clothing market.

◆Aiming for 5 trillion won... Flood of inquiries for KiddyKiddy store openings= According to E-Land Group on the 2nd, inquiries for store openings on KiddyKiddy, launched by E-Land Retail on April 24, have been flooding in. KiddyKiddy is a curation commerce platform that proposes domestic children's clothing brands through specialized children's fashion magazines and brand presentations, growing together with the brands. It aspires to be like Musinsa, which started as a free community known as 'the place with an enormous number of shoe photos' and has grown into Korea's representative online fashion commerce company.

An E-Land official said, "Due to KiddyKiddy's appealing concept, inquiries from children's clothing brands wanting to join are pouring in, and on the opening day alone, daily sales reached 250 million won," adding, "We plan to increase the number of brands to 100 by the end of the year and expect it to establish itself as a representative community channel growing alongside the entire children's fashion market."

The reason E-Land challenged the children's lifestyle new business model is due to its growth potential. The domestic children's clothing market, worth a total of 5 trillion won, has seen offline sales stagnate recently, while online sales have been growing over 10% annually. E-Land, leading the children's clothing market with sales of about 400 billion won, plans to solidify its number one position by leading the children's clothing industry in both offline and online markets through this online platform launch. Explosive sales growth is also expected. Through KiddyKiddy, they plan to raise children's clothing sales to 1 trillion won in the mid to long term.

E-Land explained, "KiddyKiddy is not just a commerce platform that simply lists and sells brand products, but shares identity with KiddyKiddy, directly selects brands with growth potential, and co-brands them with KiddyKiddy's unique tone and manner," adding, "We aim to be a curation platform that not only solves customer needs for children's lifestyle but also proposes new lifestyles to customers."

◆A win-win platform for children's lifestyle brands= KiddyKiddy plans to establish itself as a children's lifestyle platform that coexists with partner companies and small brands. To this end, it will present a sustainable collaboration model among companies, designers, and individual sellers through a reasonable commission system, aiming to build and expand a children's lifestyle-related industrial cluster system in the mid to long term.

First, KiddyKiddy will be introduced as a trendy content curation commerce platform featuring trendy designer children's clothing brands popular mainly on social networking services (SNS) such as Bebetailor and Suabi, well-known institutional brands like New Era Kids and Crocs Kids, and children's clothing brands operated by E-Land.

The differentiating point lies in 'content curation' such as specialized magazines and brand presentations that introduce and propose children's-related designers and brands to customers.

Based on E-Land's know-how in operating children's clothing, offline distribution networks, fulfillment, and a membership base of 3.2 million, it is expected to successfully settle in the market from the early stages of launch. E-Land Group itself considers KiddyKiddy a key strategic new business and has appointed a 30-something division head who has delivered results as the head of major brands like Misso and SPAO to oversee operations, and a 30-something professional marketer who has shown achievements in major marketing roles such as the shoe edit shop Folder, E-Land football team founding, and E-Land Mall as the head of marketing. Since the organization is planned mainly by young E-Land employees, diverse business strategies from new perspectives not previously attempted are expected to unfold.

◆Sharing 36 years of children's clothing operation know-how... A good incubating model= Beyond being a curation commerce platform centered on brands, KiddyKiddy plans to launch a commerce platform based on communities like 'Today’s House' in July, embarking on a full-fledged co-growth path with individual sellers.

Having entered the children's clothing market in 1995 by launching brands such as E-Land Junior and Little Bren, E-Land focuses on incubating individual sellers who have career interruptions in children's clothing through KiddyKiddy, based on 36 years of production and operation experience.

With the activation of cell markets handling children's clothing mainly on SNS, economic activities of women with career interruptions have begun to revitalize. However, in the apparel retail industry, most individual entrepreneurs give up midway due to difficulties in handling KC certification, production, quality, inventory management, and securing sales channels. E-Land plans to discover promising individual sellers in the long term, share its own fulfillment services, and provide consulting in legal and financial areas as well as overall sales know-how to incubate brands.

As part of this, an accelerating program will be conducted until June for individual sellers selected through a startup competition targeting women with career interruptions, and in July, they plan to move them into a shared office prepared in the KiddyKiddy offline showroom. E-Land emphasized, "The offline showroom in Namdaemun will be equipped with shared offices and related facilities, expanding its scope to connect retail sellers, solve KC certification issues, provide business consulting, and revitalize commercial districts," adding, "We will grow the area into a core cluster of the domestic children's clothing market and create a win-win space."

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