Piecepiece Studio Strengthens In-House Store Strategy... 'Mardi Mercredi' Family Month Promotion Launched

Global lifestyle company Piecepiece Studio is launching a large-scale promotion focused on its official online store in celebration of Family Month, aiming to strengthen its D2C (Direct to Consumer) competitiveness.

Piecepiece Studio announced on May 8 that it will be holding a special exhibition titled 'LE JARDIN EN FAMILLE' on its official online store. This event will run for approximately two weeks until May 10 and will include all categories, such as women, kids, shoes, and activewear.

During the promotion period, discounts of up to 85% will be offered, and a variety of events—including coupon packs, lucky boxes, and relay special deals—will be held sequentially. Key benefits include a 25% discount coupon pack that can be used up to 30 times, and lucky boxes featuring up to 73% discounts, mainly for the women and kids lines. In addition, relay special products and clearance items discounted by more than 40% will also be released. For interactive content, a kids’ contest voting event will be held.

The special exhibition will also introduce new collections. These include the women's line 'VOILE DE FLEURS', the active line 'In Vivid Motion', the kids' line 'Les Jours en Couleurs', and the shoes line 'NEW SUEDE MULE'. The new product lineup is designed to showcase the brand’s overall expansion strategy in a condensed manner.

Industry insiders interpret this event not as a simple seasonal promotion, but as the start of a full-fledged expansion strategy for brand IP-based categories. By expanding customer touchpoints, the company expects to increase both purchase frequency and average order value, which in turn is anticipated to lead to mid- and long-term sales growth and improved profitability.

The brand 'Mardi Mercredi' quickly gained recognition in its early growth stages by leveraging a platform distribution strategy centered on Musinsa. By utilizing Musinsa’s curation and traffic-based incubation effects, the brand was able to build an initial customer base and lay the groundwork for growth.

Subsequently, the company has strengthened its D2C structure by channeling acquired customers to its own online store. As a result, sales through its own channel surged from 880 million won in 2021 to 66.3 billion won in 2025, and the proportion of sales through its own channel also increased from 5.8% to 64.7% over the same period. The number of accumulated members on the company's online store grew from about 8,000 to approximately 430,000.

The company explained that its own online store-centric structure is becoming the key foundation for securing distribution leadership. It has established an operational system that allows selective use of external platforms according to its brand strategy, thereby reducing reliance on third-party platforms. In addition, by accumulating customer data and brand fandom internally, the company is expanding repeat purchases, broadening its product categories, and improving marketing efficiency, thereby increasing both customer lifetime value (LTV) and profitability.

This strategy is also reflected in its performance. Piecepiece Studio posted sales of approximately 117.9 billion won last year, maintaining operating margins in the high-30% range in 2022–2023 and the high-20% range in 2024. This far exceeds the industry average of 7–10%.

Piecepiece Studio CEOs Park Hwamok and Seo Seungwan stated, "This special exhibition is a strategic event to expand customer touchpoints while strengthening our operational competitiveness centered on our own online store. Moving forward, we will continue to achieve sustainable growth by flexibly utilizing various channels based on our brand competitiveness."

Piecepiece Studio is expanding its growth base by simultaneously enhancing customer loyalty and profitability through its D2C strategy focused on its own online store and the expansion of its brand IP.

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