[Global Hit Item] Anderson Bell, Spotlight in Milano... Accelerating Overseas Expansion

Over 150 Overseas Shops... Over 80 in Europe and the Americas
Last Year's Overseas Sales 7 Billion Won... Doubled Compared to the Previous Year
Incorporating Counter Element Design... Pursuing Unique Harmony

Andersson Bell clothing product. (Photo by Cafe24)

[Asia Economy Reporter Lim Chunhan] "There are about 150 overseas shops selling Andersonbell clothing. Among them, over 80 are located in Europe and the Americas, showing great interest from the fashion capitals."

Choi Jeonghee, CEO of Andersonbell, emphasized in an interview with Asia Economy on the 4th, "Last year, overseas sales reached 7 billion KRW, nearly doubling compared to the previous year," adding, "The design values we have aimed for as a contemporary fashion brand are gaining attention overseas."

In 2016, CEO Choi showcased products at Barneys New York, a major department store in New York, arranged by an overseas company. Sales exceeded expectations at that time, and love calls from overseas buyers continued. CEO Choi said, "After confirming the potential in New York, we went through a preparation process and then began to actively target Europe," adding, "Currently, the business has globalized to the extent that exclusive product requests come from Europe and the Americas."

The reason Andersonbell receives high praise lies in the unique artistic value inherent in each garment. In particular, it actively incorporates contrast elements into the design to pursue a distinctive harmony. CEO Choi explained, "The intensity of contrast design in clothing can vary depending on the period," and added, "It does not necessarily have to be a strong contrast like black and white; even subtle design differences can create an impressive effect."

Last September, during Italy Fashion Week, Andersonbell advertisements were displayed on trams running through the center of Milan. CEO Choi stated, "We ran the advertisement to re-emphasize Andersonbell’s value to partners selling Andersonbell in Milan and to fashion people," and added, "It was also intended to help partners with the sales of Andersonbell clothing."

Andersonbell is accelerating its global business growth this year as well. CEO Choi said, "We expect overseas sales to exceed 10 billion KRW, and we will showcase key content on our own mall (D2C) based on Cafe24. Moving the offline store from Cheongdam-dong to Anguk-dong last year was also to expand contact points with foreign customers," adding, "We will continue to invest on the premise that the brand value perceived by consumers must be high for growth to be possible."