Xplus Accelerates B2C Market Expansion Following Acquisition of Purple Corporation

Xplus, a company specializing in mobile accessory manufacturing led by CEO Yoon Sangcheol, announced that after completing the acquisition of Purple Corporation in February, it is accelerating its B2C market entry strategy. To this end, the company plans to officially launch its own mobile accessory brand, 'Pickable,' in the second half of this year.

Xplus is a B2B specialist in mobile accessories, supplying to major global and domestic partners as a Samsung Electronics SMAPP partner. Following the acquisition of Purple Corporation, Xplus has been strengthening its direct-to-consumer (B2C) capabilities through online channels and is building a new business model that encompasses both B2B and B2C sectors.

Purple Corporation is a company with extensive experience operating various e-commerce platforms and strong capabilities in consumer-targeted marketing. Through this combination, Xplus is maximizing synergy by organically integrating its product development capabilities with Purple Corporation's distribution and marketing expertise, enabling the company to respond swiftly to the changing market environment.

To leverage the synergy created by combining Purple Corporation's B2C distribution and marketing strengths, Xplus successfully planned and manufactured a variety of mobile accessory products using the 'Catch! Teenieping' IP from SAMG Entertainment as its first project. These products are being sold directly through Xplus's own B2C channels as well as through distribution channels such as LG Uplus, helping the company quickly build brand recognition in the B2C market. In addition, Xplus plans to accelerate sales growth through promotional events on various channels, including Coupang, in celebration of Family Month in May.

The upcoming 'Pickable' brand from Xplus will focus on mobile lifestyle products such as smartphone cases, wireless earphone cases, and charging accessories, aiming to deliver both functionality and emotional value. After the launch, Xplus plans to introduce Pickable products sequentially through various domestic and international online channels, expanding consumer touchpoints.

An Xplus representative stated, "The acquisition of Purple Corporation is a cornerstone of Xplus's strategic transformation to strengthen brand competitiveness through direct communication with consumers," adding, "Through the Pickable brand, we will respond quickly to changing market demands and continue to expand our presence in the B2C market."

After being acquired by Xperix at the end of 2023, Xplus restructured its unprofitable business segments last year. This year, the company aims to achieve balanced growth in both the B2B and B2C markets, strengthen its competitiveness in the B2C mobile accessory market, and drive substantial sales growth.