Acquired Domestic Operating Rights for Rockport
Strengthening Functional Shoe Competitiveness through Rebranding
40% Sales Increase This Year Including Absorbed Odense and Brooks Brothers
CJ ENM's commerce division subsidiary, 'Brandworks Korea,' is accelerating the expansion of its brand business.
Brandworks Korea announced on the 5th that it acquired the domestic business operation rights for the American comfort shoe brand 'Rockport' earlier this month. With the acquisition of Rockport as a turning point, the company plans to enhance its offline value chain capabilities and accelerate the growth of its owned brands such as Odense and Brooks Brothers.
Rockport, established in the United States in 1971, is a representative comfort shoe brand. It is loved by customers of various age groups worldwide for its practical yet sophisticated designs. It also has high recognition in Korea, currently operating 110 stores including department stores and premium outlets. Brandworks Korea stated that, in response to changes in customer lifestyles and the market's shift from traditional bespoke shoes to casual shoes, it highly values Rockport's future growth potential due to its clear identity as a high-quality functional footwear brand.
Starting this month, Brandworks Korea will begin operating Rockport and undertake a rebranding. The company will focus on enhancing the functional shoe line to strengthen its identity as a practical footwear brand and improve product competitiveness. It will also expand its product portfolio through premium-focused online and offline channels and licensing.
Since its launch earlier this year, Brandworks Korea has been strengthening its influence in the market as a brand operator. Centered on fashion and lifestyle categories, Brandworks Korea has been launching new brands, diversifying categories, and mixing online and offline channels. Since Odense and Brooks Brothers were absorbed into Brandworks Korea, their sales have shown clear results, growing more than 40% compared to the same period last year.
A CJ ENM official said, "Through Rockport, which has over 110 stores, we will enhance our offline operation capabilities and internalize them to continue the overall value chain growth of the brands owned by Brandworks Korea."
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