4050 lifestyle platform Queenit said on the 28th that it officially launched its overseas brand curation service "Select It (SELECT IT)." Select It is Queenit's select-shop-style service that reflects the diverse tastes and needs of 4050 customers and carefully proposes overseas brands in fashion, beauty, and living that have not been introduced in Korea.
The first official lineup of Select It centers on Japanese fashion brands. Japan's demographics and fashion tastes are similar to Korea's, and its 4050 fashion market is mature, offering a wealth of high-quality products at reasonable prices. Queenit noted this and said it curated Japanese national brands suited to the 4050 lifestyle, prioritizing fit, quality, and reasonable prices over name recognition.
Among the brands onboard is "Ungrid," a free and natural style brand operated by the Japanese women's fashion corporations "Mark Styler." The everyday wear brand "Abahouse Mavie" from the traditional Japanese fashion corporations "Abahouse," with a 40-year history, has also joined. Also included are the feminine style brand "Emma Lou's Beef," which reflects real fit concerns such as body shape and height, and the premium brand "Karite," which is carried by major Japanese department stores such as Marui.
Starting this summer, Queenit test-operated Select It with a focus on Japanese brands, validated customer response, and has now officially launched the service. During the test period, views and click-through rates for Select It products more than doubled compared with existing products. Women's apparel and accessories drew particularly high interest, with notable preference for unique designs and colors and distinctive silhouettes that are hard to find domestically.
Queenit plans to expand the lineup beyond Japan to European brands and strengthen curation. A Queenit official said, "We will propose unmet fashion demand in the domestic market through Select It and continue to expand the experience that allows customers to newly discover their own style."