Andar Enters U.S. Market with Launch of "STRETCH YOUR STORY" Brand

High-Sensitivity Athleisure Brand "STRETCH YOUR STORY" Launched
50 Pre-Released Products Receive "Beyond Expectations" Response

K-Athleisure company Andar announced on September 10 that it will enter the U.S. market, which has the largest athleisure population in the world.

On this day, Andar officially launched its premium performance wear brand "STRETCH YOUR STORY" to enter the U.S. market. STRETCH YOUR STORY is a brand that combines the philosophy of "intentional movement that expands your story" with a touch of Korean sensibility.

Prior to the launch, Andar completed the establishment of its commerce infrastructure in the U.S. in July and conducted a pilot operation of its online store to gauge consumer response. By releasing 50 women's products in advance, the company assessed U.S. consumers' fit preferences, favored designs, repurchase rates, and return rates, confirming its competitiveness in the local market. Many consumers responded that the quality of the fabric and the functional, simple designs exceeded expectations across various areas.

Andar plans to focus all efforts on expanding brand awareness. To this end, the company is collaborating with New York-based tastemakers and creators to produce content and is hosting "STRETCH YOUR STORY Classes" featuring fitness influencers. Later this month, Andar will launch a large-scale brand campaign to provide local consumers with opportunities to experience the brand's philosophy firsthand.

Andar CEO Gong Seonga stated, "As of last year, the U.S. athleisure market was worth 97 billion dollars (approximately 135 trillion won), making it the largest and most mature market in the world." She added, "Competition is fierce, which is why we strategically launched the global premium athleisure brand 'STRETCH YOUR STORY,' designed to fit Western body types." She went on to express her ambition, saying, "We will continue to promote Andar's leading technology and expertise as Korea's number one athleisure brand and roll out stylish campaigns to achieve sustained growth in the global market."