Mixxo Secret, an innerwear brand from South Korean E-Land Group, is planning to increase its number of stores from the present five to 20, with projected sales of 20 billion won this year.
E-Land is a specialty retailer of private-label apparel (SPA) and is credited to have pioneered the Korean SPA market by entering the apparel industry.
E-Land launched a new brand Mixxo Secret in November 2011 to enter the innerwear market and attain a dominant position before other brands enter the segment.
Mixxo Secret unveils new items every month, while the existing lingerie brands come up with new products once in three months.
E-Land said customers who prefer fashionable designs and reasonable prices of SPA brands will also be attracted to innerwear items launched by these brands.
Competition in Korean innerwear market is expected to intensify as Zara Retail Korea is set to soon launch its brand Oysho.
Fibre2fashion News Desk - India
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