The operation of the online mall site for KOLON Industries' Namsung clothing brand 'Series' will conclude early next month.
According to related industries on the 11th, KOLON Industries' Namsung clothing brand 'Series' online mall site will close. The closure date is March 1.
KOLON Industries is a fashion company that owns over 40 brands, including KOLON Sports, golf, Namsung, women's clothing, accessories, and overseas premium labels. Series is one of the brands owned by KOLON Industries, launched in 2007 as a Namsung clothing brand. The company notes that it reflects the needs of modern individuals who express their identity and add value to fashion and culture.
The day prior, KOLON Industries notified Series customers through a text message that "the Series site operation is being terminated," adding that "existing OLO membership levels, points, and the products currently sold on the Series online mall can be used equally at KOLON Industries' official mall, 'KOLONMALL.'"
It added, "Please submit requests for exchange and refund by February 28," and noted that "the existing ID and password used for signing up for the Series site can be used on KOLON Mall."
The OLO membership is KOLON Industries' integrated online and offline brand membership, revamped in July of last year. At that time, KOLON Industries lowered membership upgrade levels to attract new customers and enhance benefits for major customers (VIPs). Additionally, it allowed points and benefits from the brands held by KOLON Industries to be used under a single membership.
Recently, the fashion industry has been moving towards operating standalone sites for each brand to strengthen brand identity. A representative example is Musinsa. Musinsa operates three sites—Musinsa Store, 29CM, and Musinsa Global Store—divided by brand under the Team Musinsa platform. An industry official said, "To properly imprint the brand on customers, there's a trend of operating standalone sites for each brand, even if they are part of the same company or group."
In this context, KOLON Industries' decision is considered unusual. In response, KOLON Industries stated that the termination of its vertical site (a site operated solely for the branding effect of a specific brand) is a result of efficient operation.
A KOLON Industries official stated, "We are only terminating the standalone site for the Series brand, but the Series brand is not disappearing," adding that it is a decision made to focus on online operations while reducing overlapping target customer segments and improve efficient management.