Hansae MK Turns Profitable in Q1... "Nike Kids" Growth Drives Performance Improvement

Sales Up 9.9% and Operating Profit Turns Positive
Brand Efficiency Strategy Proves Effective
Nike Kids Sales Surge 73%
AI-Based Digital Transformation Accelerates

Hansae MK announced on the 18th that its consolidated sales for the first quarter of 2026 reached 66 billion won, marking a 9.9% increase compared to the same period last year. Operating profit from continuing operations, excluding discontinued businesses, turned positive at 374 million won.

The improvement in Hansae MK's performance is attributed to the streamlining of its brand portfolio and a strategy centered on its core brands. In particular, "Nike Kids" under Playkids-Pro saw its first-quarter sales surge by 73.1% year-on-year, and the number of exclusive stores expanded from 18 to 31. The company attributes this growth to increased demand for sports kidswear and rising brand preference.

Since last year, Hansae MK has been reducing its fixed cost burden and reinforcing profitability-focused management through brand restructuring and operational efficiency improvements. Additionally, the adoption of AI-based content creation and digital operating systems is accelerating cost efficiency and strengthening brand competitiveness.

A Hansae MK representative stated, "The structural improvements and enhanced brand strategies we have been pursuing since last year are gradually translating into tangible results," adding, "We will continue to strengthen our competitiveness around high-growth brands and further expand our AI-based digital transformation and efficiency-oriented management systems to secure a stable profit structure and a foundation for sustainable growth."

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