Shinhwa Underwear to Launch Four Brands Next Spring/Summer

[ 11/19/2007 ]

Shinhwa Underwear (CEO Kim Seung-ho) is strengthening its new brand business. Following the launch of the licensed innerwear brand ‘Marie Claire’ this year, the company plans to launch four additional brands during next year’s spring/summer season. First, it plans to introduce ‘Lulurala,’ a European-style junior innerwear brand specializing in hypermarkets, beginning in late January next year. To secure distribution channels, the company participated in next year’s spring/summer product evaluation events held by Homeplus, Homever, and other retailers. It will also launch ‘Monofree,’ a unisex innerwear brand featuring a modern, simple, and sophisticated style. In addition, the company plans to launch two more brands as private brands exclusively for Homeplus. Through these new brand launches, the company plans to strengthen its hypermarket business while targeting department stores and street stores with ‘Marie Claire.’ Shinhwa currently offers brands such as ‘Cheese,’ ‘Sugar,’ ‘Underline,’ and ‘Blue Orange,’ primarily through hypermarkets.