Hidden Brands Win 20s-30s: IN THE F’s BIND and Mossvani Grow to Boost Sales
Creatrip Team
21 days ago
IN THE F (Indief) operates BIND, a casual multi-brand shop that started in 2014 and now runs 32 stores nationwide with annual sales near ₩45 billion. Targeting 20s–30s, BIND mixes its private brand (PB) items (about 65%) with external labels to offer 30–50 brands per store and collaborates on exclusive SMU (Special Make Up) products. The company is also expanding a higher-end concept store, WENEW, focusing on designer stories, and growing Mossvani, a 2018 women’s accessories brand (hair accessories, jewelry, hats, eyewear) that now has 13 stores and is shifting toward in-house production and new lines like pajamas and caps.
