Online fashion brand Bariedition lures K-pop fans

Online fashion brand Bariedition lures K-pop fans
Bariedtion’s website:

Bariedition, a local online fashion brand ( is luring K-pop fans around the world with chic Korean fashion style.

CEO Son Suk-ho started the business in 2005 and there were only five employees at the beginning. Now the number of employees has surged to 50 and its monthly revenue has exceeded 1 billion won (S$1.2 million).

Its offline store, located on the trendy fashion district of Garosu-gil, southern Seoul, has also become a popular tourist spot especially among visitors from China and Japan.

Largely buoyed by its success on its home turf, the company is making efforts to expand its global presence by opening English, Chinese and Japanese websites through Korean e-commerce solution provider Cafe24 (

Bariedition designs over 30 per cent of its products, making themselves distinguishable from other online shopping malls that are more of a retailer than a designer label.

Largely driven by this unique style, the company says it has an active user base with over 80 per cent repurchase rate.

According to Son, the company is setting its marketing strategy based on seasonal and trend changes. Employees also provide personalized services for customers such as handwritten thank-you letters and in-person consultations.

Son said the global demand toward Korean fashion is rapidly growing.

"We are planning to diversify our sales channels and to improve our product quality in order to satisfy our global customers' needs."

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