Orange, Excelsior Make Full-Scale Entry into Fashion Distribution

[Asia Economy Reporter Hyungsoo Park] Orange, part of the Creative Innovation Group that operates Welfare Club, announced on the 17th that it will enter the fashion distribution business centered on the sneaker brand ‘EXCELSIOR’.

Orange holds the trademark rights for EXCELSIOR, an authentic vulcanized sneaker brand with an industrial classic concept. As the brand license contract with Brand Lab expired in August last year, Orange will directly use and operate the brand. They are preparing to proceed with the business in earnest.

Initially planning to operate only the online channels linked to Welfare Club and separate distribution rights for each channel, they have decided to expand operations not only domestically but also internationally. In addition to shoes, they will expand the line to include clothing and accessories.

In the second half of this year, they will strengthen the brand identity and original concept and introduce various collections following the line expansion.

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