South Korean underwear brand meunder is making strides in Japan by promoting eco-friendly practices and affordable sustainable options.
The South Korean underwear brand meunder is strategically expanding its presence in Japan, focusing on environmentally sustainable practices to offer affordable product options. The brand, established in October 2020, aims to create consumer interest in sustainable development goals (SDGs) by promoting eco-friendly fashion while minimizing the purchasing threshold.
Currently, meunder is executing its expansion strategy through a variety of channels and initiatives. The brand has utilized environmentally responsible materials such as Lenzing’s Tencel and Modal, producing products that include diverse yarns ranging from 80 to 120 denier to enhance quality and texture. With a core price range of 3,000 to 5,000 yen (approximately $20 to $35), the brand aims to make sustainable choices financially accessible to a broader audience. Additionally, the product packaging is crafted from biodegradable plastic, aligning with meunder’s commitment to reducing environmental impact.
In South Korea, meunder has achieved notable success, operating primarily through its own e-commerce platform and recently creating a fitting space at Olive Young N. Seongsu, a popular cosmetics store. The brand gained significant exposure and customer interest with its two-week pop-up shop at The Hyundai Seoul last August. It has also participated in the Maison & Objet trade show in France, demonstrating its ambition for international expansion.
As meunder looks to solidify its foothold in Japan, the company is initially selling its women’s products through the Korean fashion e-commerce platform “Hana,” which is operated by Total Brain. In addition, meunder is introducing its products at the Hana Showroom located in Shibuya, Tokyo. Future plans include establishing temporary stores in retail outlets and actively participating in trade exhibitions to enhance brand recognition further.
“We want to provide a new option in underwear,” representatives from meunder stated, highlighting their understanding of the challenges posed by the pricing of sustainable products. They emphasized the potential for growth in the Japanese market, particularly given that many organic food specialty stores in Tokyo attract consumers with an interest in nature and environmental sustainability. The company has performed independent research on the Japanese underwear market, and they noted that sustainable products typically align well with quality but often carry a higher price tag, which can inhibit consumer purchases.
Last year, meunder established its presence in Japan by exhibiting at “Fashion World Tokyo,” where they received positive feedback from a range of industry professionals, including buyers and representatives from the yoga sector. Their plans to expand include launching their own e-commerce site tailored to the Japanese market and exploring wholesale opportunities with select shops, positioning meunder for potential success in Japan’s dynamic retail environment.
Source: Noah Wire Services
