Shinhan Korea (CEO Hancheol Kim) is making aggressive investments in its golf wear brand 'JDX'. After stabilizing performance last year, the company plans to actively invest not only in the domestic market but also in global expansion to foster JDX as a global golf brand.

Despite new investments in 'UFC Sports', JDX's strong performance has been supported. Starting last year, JDX has been actively closing underperforming stores to improve distribution efficiency. Targeting stores with annual sales of less than 300 million won, they closed 50 stores last year and plan to close 50-60 stores this year. By boldly eliminating underperforming stores and focusing on securing high-efficiency stores with annual sales of 1-1.5 billion won, they aim to strengthen distribution.

As a result, the average sales per store among 250 stores last year recorded an increase of 16% to 470 million won compared to the previous year. They plan to increase it to over 500 million won this year through aggressive supply and marketing investments. Despite plans to reduce the number of stores last year, they increased supply by about 10% compared to the previous year, and this year, they plan to increase supply even further.

Efforts to enhance product competitiveness and marketing for young consumers are also noteworthy. The 'X24' line, targeting younger consumers, is proposing a more sophisticated sensibility through reinforced European design and collaborations with world-renowned designers this year. With the increasing proportion of sales to women since 2021, they are actively targeting female consumers by appointing Haena Song, who is active in various entertainment programs such as 'I Am Solo' and 'Women Who Hit the Ball', as an exclusive model along with Seungwon Cha.

Continuous sponsorship of tournaments and players to strengthen the image as a golf specialist brand is also being pursued. For 25 years, Shinhan Korea has sponsored various international and domestic tournaments, including the PGA Tour's 'THE CJ CUP' and 'UL International Crown'. The number of players sponsored so far exceeds 100, including representatives such as Sungjae Lim, Kyunghoon Lee, Jeonghoon Wang, Ariya Jutanugarn, Moriya Jutanugarn, Charlie Hull, Angel Yin, inhoi Heo, Hyeongjoon Lee, Taehoon Kim, and Jungmin Hong.

Shinhan Korea has been accelerating its entry into overseas markets based on its solid branding as a golf specialist brand. Starting with the 'PGA Tour Superstore' operated by the Professional Golfers' Association of America and the golf brand specialized distribution network 'Worldwide Golf Shops' in the US market, they have entered the US market. 

Through the golf specialty mall 'Golf Town', their products are also sold in major regions of Canada. Based on this, they entered 'The McLemore Club' and last January, they entered 'The AT&T Pebble Beach Pro-AM', known as one of the top three heavenly golf courses in the world.

Especially, with the sale rate of exported products reaching 70-80%, they plan to firmly establish their position as a global golf wear brand by providing more diverse styles and expanding sales channels this year.

Source: http://www.apparelnews.co.kr/news/news_view/?idx=204926