East Asia Holdings announced on the 16th that it has secured management rights through additional investment in PREMIATA LIMITED, aiming to internalize the premium brand ‘PREMIATA’ while launching a high-profit business.
On the same day, East Asia Holdings stated that it acquired a total of 52% of the shares of PREMIATA LIMITED, making it a subsidiary. The registration procedure for securing the shares was also completed on the day, and sales of the premium brand PREMIATA will be reflected in consolidated revenue going forward.
East Asia Holdings acquired 48% of PREMIATA LIMITED shares in October last year and secured control by passing a proposal to acquire an additional 4% of shares at the regular shareholders' meeting on the 27th of last month.
After investing in PREMIATA LIMITED, East Asia Holdings is accelerating the expansion of sales channels. In addition to operating online shopping malls such as Tmall and JD.com for the PREMIATA brand, it has also launched live commerce channels. Currently, sales are being conducted simultaneously through live broadcasts on six channels including Douyin.
The selling price of PREMIATA brand products is significantly higher compared to the company’s other brands, contributing greatly to profitability improvement. Over the next year, more than five additional live commerce channels will be opened, and various new products unique to each channel will be introduced to drive sales volume growth.
The PREMIATA brand plans to expand offline premium brand select shop channels as well, aiming to secure synergy effects in sales activities through online and offline integration. Based on the expansion of premium brand select shop channels, the company intends to increase brand influence while steadily upgrading products, gradually raising the average selling price from the current 800 yuan (approximately 150,000 KRW) to 2,000 yuan (approximately 380,000 KRW), thereby contributing to profitability improvement. The continuous expansion of offline select shops is also expected to enhance dominance over online consumers, contributing to increased online sales.
In addition to the PREMIATA brand, East Asia Holdings recently expanded its research and development personnel significantly to implement a multi-brand strategy in the future. Through this, the design of existing brands and PREMIATA brand products is being upgraded. The PREMIATA brand is expected to meet diverse consumer needs by adding a sneaker line based on the existing style and newly developing women’s shoes.
A company official stated, “The premium brand PREMIATA is receiving love calls in the market, so the expansion of sales channels is expected to accelerate, driving the company’s sales and profit growth together.” He added, “The company plans to attract more high-quality brands and expand its brand pool to grow its business scale.”
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