Hyungji I&C Accelerates Omnichannel Strategy Combining Online and Offline... Expectations for Scaling Up and Improved Profitability

Hyungji I&C is actively pursuing its omnichannel strategy, combining online and offline operations, raising expectations for both external growth and improved profitability. Industry observers note that the company is accelerating its efforts to target evolving consumer trends and younger customer segments by expanding its online business based on the competitive strength of its existing offline brands.

In April, the company reorganized its existing online division, the 'EC Team', into the 'VC (Velocity Commerce) Division', which now reports directly to the CEO. This strategic move aims to increase operational efficiency by establishing a rapid decision-making system and to bolster the competitiveness of its online business.

Hyungji I&C plans to leverage the brand trust it has built offline to attract more customers to its online channels, thereby securing a stable revenue base and reducing dependence on external platforms. The company has set a 2026 revenue target of 6 billion won for the VC Division.

The newly launched VC Division is focused on enhancing the competitiveness of its proprietary online mall, Hygin.com. The strategy is to broaden online customer touchpoints and improve conversion rates, centering on established offline brands such as the men's wear labels YEZAC and BON, and the women's wear brand CARRIES NOTE, which have already proven successful offline.

Market response has been positive. Over the past year (from May 1, 2025 to April 30, 2026), Hygin.com’s sales increased by 52% compared to its first year after launch (from May 1, 2023 to April 30, 2024). During the same period, the number of annual visitors rose by 58%, making the growth of the online channel particularly evident.

Hyungji I&C also positions the development of online-exclusive brands and global market expansion as key growth strategies. The company is preparing to launch its online-exclusive brand 'Boldini' in September. It also plans to strengthen digital channels, such as content commerce and live commerce, to accelerate brand establishment and expand customer experience.

Hyungji I&C aims to grow Boldini to achieve first-year sales of 2.5 billion won, with a target of developing it into a 10 billion won brand within three years.

The company is also working to take brands that have proven their competitiveness online into overseas markets. By utilizing global e-commerce platforms such as Amazon and Shopee, Hyungji I&C intends to lower initial barriers to market entry and, based on local market feedback, expand its direct global mall operations.

The company is strengthening its strategy to target Millennials & Gen Z. Following a style collaboration with global sports brand Reebok, Hyungji I&C has also launched collaborative products with the handcrafted ice cream brand Glassho, as part of its efforts to appeal to younger consumers.

In addition, the company plans to capture platforms popular among younger demographics, such as MUSINSA, by rolling out its 'New Casual' strategy, which caters to current menswear trends and bridges both work and everyday wear.

A Hyungji I&C representative stated, "We plan to accelerate our omnichannel transition in line with shifting market trends, focusing on developing exclusive brands and enhancing competitiveness. Through these efforts, we aim to establish a foundation for high growth and high efficiency, further strengthening our competitiveness in the market."

This strategy is significant in that Hyungji I&C is leveraging its offline brand competitiveness while simultaneously expanding its online business, entering global markets, and targeting Millennials & Gen Z, thereby transitioning to a growth model centered on omnichannel operations.

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