Two K-Athleisure Players Split Global Strategy: Xexymix Targets Japan, Andar Expands to U.S. and APAC
Creatrip Team
2 months ago
South Korea’s leading athleisure brands are using opposite overseas plays to escape a slow domestic market. Xexymix focused on Japan has posted record sales there, with its Japanese unit surpassing prior annual revenue after strong online performance on Rakuten and three flagship stores in Tokyo, Osaka and Nagoya. Seasonal outerwear (e.g., sherpa high-neck jumpers) helped drive recent gains and the brand won Rakuten’s monthly MVP. Meanwhile, Andar pursues geographic diversification across Singapore, Australia and the U.S., tailoring fits for similar body types in APAC and launching a premium line, “STRETCH YOUR STORY,” in the U.S. that emphasizes K-style (K감성) and high functionality to target the large American premium market. Both brands benefited from rising overseas demand—Andar reported record cumulative sales—and industry analysts say global expansion will be the new battleground as Korea’s domestic fashion growth slows to low-single digits.
