Peacepiece Studio Completes Establishment of Chinese Subsidiary...Strengthens Market Expansion with Direct Entry

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Global lifestyle company Peacepiece Studio (Co-CEOs Park Hwamok and Seo Seungwan) announced on April 27, 2026, that it has completed the establishment of its local subsidiary in China and will embark on full-scale market expansion. The company plans to accelerate growth by shifting its strategy from a license-based business model to direct market entry.

Since its early days, Peacepiece Studio has considered entering the Chinese market as it observed a growing proportion of Chinese customers through its domestic offline channels. Taking into account the market’s potential, the company began local operations by signing a licensing agreement with FILA China (now Mantova) in September 2021.

Through its licensing business, Peacepiece Studio secured stable royalty revenue and achieved rapid growth in sales, establishing a certain level of local business foundation. However, structural limitations remained, such as restricted recognized revenue relative to the market size and difficulties in directly controlling production and quality management. As a result, the company decided to pursue direct market entry to enhance brand value and profitability.

Peacepiece Studio has been working on establishing its Chinese subsidiary since 2025, and with the completion of incorporation procedures in April 2026, it will be able to launch its business in earnest from May 2026.

Going forward, the company plans to focus on major online platforms, such as Tmall, to secure initial market traction and actively target the domestic Chinese market. In the second half of the year, it intends to expand offline stores starting with Shanghai and then moving into key cities like Beijing and Guangzhou, aiming to build a business structure that integrates both online and offline channels. In particular, the strategy is to accelerate growth by connecting the enhanced brand experience from offline channels to online sales.

A company representative stated, "By conducting direct business based on already proven brand demand in the Chinese market, we will strengthen both brand control and profitability," adding, "We plan to rapidly expand our business through distribution and marketing strategies optimized for the local market."

The representative further noted, "We will use China as a bridgehead for global market expansion and strengthen our global presence with a growth strategy based on brand IP."

Meanwhile, Peacepiece Studio submitted a revised registration statement on April 24, 2026, and adjusted its public offering schedule. The institutional demand forecast will take place from May 14 to 20, 2026, while the general subscription will be held from May 26 to 27, 2026. The company plans to offer a total of 2,272,637 shares, with an expected price band between 19,000 and 21,500 won per share. The anticipated offering size is approximately 43.2 billion to 48.9 billion won. NH Investment & Securities and Mirae Asset Securities are acting as joint lead managers.

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