Seoul’s Xexymix opens first offline store in China
Activewear company Xexymix, based in Seoul, has inaugurated its very first brick-and-mortar store in China, located inside Shanghai’s Global Harbor mall.
The brand, which mainly sells to customers in South Korea, Japan and Greater China, established a Chinese subsidiary last year, according to reports. It next plans to open physical retail locations in cities such as Beijing and Guangzhou. The company currently counts 50 or so physical retail stores in its home market, three of which it manages directly, on top of its own e-commerce channels.
Xexymix also formed a Japan-based subsidiary in 2019. Last year, annual sales in the Japanese market alone amounted to approximately $4.5 million, South Korean media said.
Globally, it achieved around $145 million in total revenue in 2022, with sales of its premium-priced Black Label range of leggings increasing by 33% compared to the year previous.
The brand was founded by former professional table tennis player, coach and model Soo Yeon Lee in 2015.
