MRO Magazine

THEORO, Tapping into Global Market with Its Uniqueness

January 4, 2016
By PRN NewsWire

SEOUL, South Korea, Jan. 4, 2016 /PRNewswire/ — Korean specialty mall for women’s fashion, THEORO (, is under the spotlight from shoppers around the world by recommending fashion items suitable for them.

“I recommend products to customers considering the weather and fashion trend in each region based on my experience of studying in America and it is resulting in high satisfaction rate among customers,” said CEO Kang Hae-jung (39), “Product inquiries and sales are increasing steadily in America, Canada, Hong Kong, and other English-speaking countries in Southeast Asia.”

THEORO’s competitiveness comes from the uniqueness it developed through continuous innovations led by CEO Kang. THEORO only carried jewelry products when it started up in 2007; however, it made all-out efforts to develop new items. As a result, it currently sells women’s clothing along with various fashion items including accessories, shoes, bags, and smartphone cases. Particularly, THEORO introduced chila bags, used by a tribe in Colombia, through exclusive licensing agreement and has gained even greater popularity.

“They were almost sold out within the first month we launched them, being a hit ever since,” described CEO Kang, “When we find an item that matches the concept of THEORO, we track it down persistently until we secure the item.”

THEORO also began to manufacture its own products from last year to provide customers with excellent-quality, yet cheap designs and products. CEO Kang explained, “We are inspired by fashionistas’ social media and fashion magazines within and outside the country to create uniquely-styled items,” and added, “The frilly skirts and fur coats are quite popular among women in their 20s and 30s.”

While the THEORO style has become gradually known to the world through social media, CEO Kang opened the English site of her mall ( in September using cafe24(, the global e-commerce platform.

CEO Kang went to say, “We will also launch Chinese and Japanese sites and expand our sales channels through major open markets around the world. We will concentrate further on tapping into the global market while preparing to grow into a global brand.”

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CONTACT: THEORO, Lee, Su-Kyung, +82-2-6296-8707,

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