Dongdaemun Online Mall Establishment Shinhwa Bitter Style Nanda ... L'Oréal and Shiseido,

Stakes spirals, Dongdaemun Fashion myth " online mall" style flies' disposal underwriter selection of 22-year-old when fashion start-up founded in Dongdaemun clothes start with the online sales cosmetics, interior Extending the escort standing department stores and duty-free each seemed beyond ransom 500000000000 founded 12 With a sales of 130 billion won in the first year, Shinsegae Department Store and other cosmetics brands,  

In the domestic fashion industry, 'style Nanda' is a success story of an online mall. The Dongdaemun Marketplace online shopping mall with monthly sales of KRW 10 million grew into a company with sales of KRW 130 billion with sister brands such as Cosmetic Brand 'Three Concept Eyes' (3CE) and 'Speak Under Voice' to be. It has been 12 years since Kim So-hee (pictured) of this company started to sell clothes from Dongdaemun market on the internet. 

Style Nanda is a leading brand that has benefited from online shopping growth and Hallyu. By 2011, Style Nanda had a sales loss of KRW 33.9 billion and an operating loss of KRW 500 million. Korean dramas, movies, and songs became popular worldwide, followed by "K fashion" and "K beauty." The company has exceeded sales of 100 billion won (115.1 billion won) in 2014, It is an evaluation that the young women in their 20s and 30s have focused on the concept of 'sexy slimy', 'sister-in-law', and 'caustic ratio (price versus performance)'.

In September 2012, Lotte Department Store in Sogong-dong, Seoul, opened a store in Yeonpullaza, and opened an era of online store brands' entry into department stores. In 2013, he was named "CNN's Korean hot brand 10", followed by MCM line Friends Amore in 2014 and ranked as one of the most favorite brands by Chinese tourists. Currently, Lotte Department Store and Hyundai Department Store are located in 13 duty-free shops including 14 domestic department stores such as YuFlex and Hanhwa Galleria Duty-Free Shop.

The speed of overseas expansion is also steep. Through the global cosmetics distribution channel, Sephiroth entered Hong Kong, Thailand, and Indonesia, where Korean beauty and K beauty are popular. Singapore, Malaysia, Australia, Hong Kong, the Philippines, Japan, China and the UK. This year, it landed in Harajuku, Tokyo, Japan, followed by 150 stores in China. 

As the business boomed like this, he said Kim himself felt the necessity of recruiting professional managers. Style Nanda said, "We do not plan to sell the management rights yet, but we are considering various measures because it is necessary to attract investment." An investment banker said, "The sale of the stake is aimed at saving the capital and partners needed to enter the overseas market." The decision to appoint a foreign securities company as the manager is also in line with the alliance with global companies. " did. 

It is also planning to sell the largest stake beyond some stake. An IB official said, "Because of Kim's affection for fashion business, there is a possibility that it will be a transaction to attract a small number of shares." Even if the stake exceeds the maximum, Kim will continue to take over the management. It is an observation that Kim will give a portion of his stake and a representative position because of the symbolism of 'style Nanda = Kim Soh-hee', and will manage the brand.

The sellers were found to be interested in selling to domestic and overseas distribution and cosmetics companies and large private equity (PEF) management companies. In Korea, Lotte Department Store and Shinsegae Department Store, which are trying to strengthen online shopping malls, are considered as candidates for the acquisition. 

In the overseas market, global cosmetics companies such as France's L'Oreal and Japan's Shiseido are eyeing the sale. Global cosmetics companies are reported to be interested in 3CE, a cosmetics brand of Styl Nanda.