TSI launches K-fashion online store in Japan based on Cafe24 platform

By Jun Ji-hye

Japanese fashion conglomerate TSI Holdings has launched its “K-fashion” online store called MORUGI based on Cafe24 Japan's platform, enabling Korean fashion brands to easily expand their reach to the Japanese market via a stable sales channel, Seoul-based online shopping platform provider Cafe24 said Thursday.

Cafe24 Japan was launched in October last year.

MORUGI, an e-commerce store specializing in Korean fashion, targets Japanese women in their 20s to 40s with a variety of offerings.

Popular Korean brands such as AIN and OPEN THE DOOR have already joined the store, with more brands expected later.

MORUGI will also publish information on Korea's latest fashion trends, travel spots and must-try restaurants on its site to provide a more unique experience for Japanese shoppers.

“MORUGI will play a vital role in meeting the growing demand for K-fashion in Japan,” TSI Holdings Chief Digital Officer Matahiro Kashiwagi said. “The easy integration between Cafe24's e-commerce stores and MORUGI will allow more Korean brands to sell in Japan.”

Cafe24 CEO Lee Jae-suk Lee said, “We will continue to enhance our e-commerce platform so more Japanese companies like TSI Holdings can conduct successful online business through Cafe24.”

TSI Holdings is a Japanese fashion giant with more than 40 major brands including Margaret Howell, Pearly Gates and Nano Universe as well as 1,000 offline stores.

In November 2018, Cafe24 and TSI Holdings signed a strategic partnership for vitalizing global e-commerce of Korean and Japanese fashion brands.