E-Land旗下WHO.A.U越南上半年销售同比增长231%并启动线下扩张

WHO.A.U operated its first pop-up store at Vincom Mega Mall Thao Dien in Ho Chi Minh City, Vietnam, from the 19th to the 21st of last month, according to industry sources on the 14th. At the pop-up space on the first floor, a queue of about 50 people formed from the opening day, and some items, including short-sleeve sweaters and short-sleeve two-pack T-shirts, sold out. The brand successfully targeted local consumers by presenting experiential content and goods alongside a large sculpture of its brand character, "Steve Bear."
On the second floor of Thao Dien, the company set up a brand space of about 20 pyeong (66 square meters) and began regular sales. It launched the same summer collection introduced in Korea in Vietnam and featured items such as cable cardigans, pullovers (knitwear), and long dresses as key products for the local market. By configuring signature items proven in Korea to suit the local climate and lifestyle, the brand enhanced its market fit. WHO.A.U plans to open standalone stores for the first time in major Vietnamese cities, including Ho Chi Minh City, within the second half of this year.
This offline expansion was built on the fandom and sales performance secured online. WHO.A.U's Vietnam sales in the first half of this year rose 231% from a year earlier. Most of these results were achieved through its official online mall and local online shopping platforms. WHO.A.U opened its official online mall in August 2024 and entered Shopee and TikTok Shop in September of the same year, operating its business across a total of three online channels.
WHO.A.U first built its online channels and raised brand awareness by targeting Vietnam's younger generation, who consume fashion mainly through SNS short-form videos and online lookbooks. In addition, considering the climate of the northern region and the motorcycle-centered living environment, the brand targeted local demand by operating FW (fall-winter) products such as cardigans, knitwear, and lightweight outerwear.
"Cases where Vietnamese customers who visited our stores in Korea voluntarily conducted live broadcasts and bought products to bring back home became the catalyst for our entry into Vietnam," an E-Land WHO.A.U official said. "WHO.A.U's American casual identity, which we have maintained for more than 25 years since its domestic launch in 2000, is gaining a good response as it aligns with the global MZ generation's preference for vintage and casual fashion."