Hyoungji I&C's 'BON' Achieves Rapid Sales Growth with Consecutive Department Store Pop-up Store Successes

Fashion specialist company Hyungji I&C (CEO Choi Hye-won) announced on the 24th that its menswear brand ‘BON’ has proven the brand’s potential for success by opening pop-up stores at seven major department stores and recording explosive sales growth.

‘BON,’ which underwent a brand renewal in the second half of 2024, is increasing customer touchpoints through pop-up stores at major department stores. Pop-up stores have been sequentially opened at Hyundai Department Store Sinchon Branch, Lotte Department Store Incheon Branch, Hyundai Department Store Cheonho Branch, Shinsegae Department Store Dongdaegu Branch and South City Branch, Hyundai Department Store Ulsan Branch, The Hyundai Daegu, and Hyundai Department Store Chungcheong Branch.

Based on a French mood, the pop-up stores showcased trendy yet practical designs, receiving enthusiastic responses from both department store officials and consumers, the company stated. In particular, the knitwear and outerwear product lines gained high popularity, with the Shetland pullover knit and Inspired down jumper selling out completely.

At Hyundai Department Store Sinchon Branch, the addition of the pop-up store alongside the existing store increased visitors by more than five times compared to before, and sales reached 150 million KRW, exceeding the target by 150%. Lotte Department Store Incheon Branch also achieved sales of 110 million KRW, delivering the best performance compared to other brands of the same area within the department store, proving the success of ‘BON’s brand renewal.

Jung Jin-young, head of the ‘BON’ business division, said, “The success of this pop-up store is significant in that it succeeded in providing new value to customers after the brand renewal. Product planning based on customer analysis and a differentiated concept received a good response. Going forward, we will continue to communicate with consumers through online channels and increase offline touchpoints to convey the brand’s changed concept. We will also strengthen carryover products that can be sold as non-seasonal items.”

Meanwhile, ‘BON’ is strengthening communication with customers through online channels via its official site ‘Osseol Studio BON’ and its own mall ‘Highjin.com,’ and is actively expanding online distribution.