Eastend

Name

Eastend

Legal name

주식회사 이스트엔드

Website

https://eastend.co.kr

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Fashion E-commerce (multi-brand apparel and beauty)

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (4581), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Off-Price Online Apparel & Fashion Retail (Digital-First/Flash Sales) (CRAEABAJ)

akta.pro secondary industries

Off-Price Activewear & Athleisure Retailers (CRAEABAH), Beauty & Personal Care Online Retailers (CRAFADAC), Beauty & Personal Care Omnichannel (CRAFAEAB)

Keywords

• Fashion brand incubation
• Direct-to-consumer apparel
• Multi-brand e-commerce
• Premium golf apparel
• Slow-aging skincare

Headquarters

HQ city

Seongdong

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Fashion D2C E-commerce: Direct-to-consumer online sales of owned fashion brands including CITYBREEZE, ARTID, ROZLY, HUMER, and others. Products sold through own online stores and major fashion platforms (Musinsa, WConcept, 29CM, Zigzag).
2. Brand Incubation Services: Platform services supporting small brands with data infrastructure, financial/accounting, logistics, and customer service support in exchange for growth partnership.
3. Cosmetic Products (B'note): Beauty brand expansion offering skincare products with proprietary 'water toxin complex' technology (물톡스 콤플렉스), generating revenue through online and offline beauty retail channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels6 records

Core offering

Eastend is a multi-brand fashion and beauty company that develops, incubates, and sells its own portfolio of apparel and skincare brands — including CITYBREEZE (contemporary casual), ARTID (contemporary women's designer), Humer (golfwear), beNICE (unisex casual), B'note (slow-aging skincare), and Rozly (women's fashion). Products are sold direct-to-consumer via the company's own e-commerce sites, through leading Korean fashion platforms (Musinsa, WConcept, 29CM, Zigzag), and increasingly through department stores (Lotte, Shinsegae, Hyundai), with international flagships in China and Japan. Beyond retail, Eastend runs a brand-incubation platform that supplies partner brands with data analytics, finance/accounting, logistics, customer service, and production planning support under a matrix-by-function operating model.

Product overview

Eastend is a fashion e-commerce and branding company operating a diverse portfolio of fashion and lifestyle sub-brands. The portfolio includes CITYBREEZE (contemporary casual), ARTID (women's designer), B'note (cosmetics/skincare), beNICE (unisex casual), Humer/Hummr (golfwear), Rozly (women's shopping mall), Apple&Deep (casual street), Beysom (men's shopping mall), Zena (lifestyle), Dusty Rose (premium self-produced), and Salty&Hearty (pet design). The company functions as a multi-brand platform with each sub-brand operating independently while sharing the Eastend corporate identity.

Differentiator

Problem solved

Functional benefit

Brands

• CITYBREEZE (시티브리즈): Contemporary casual fashion brand targeting 20-30s women with minimalist designs, known for wrinkle-free shirts and cable knit cardigans.
• ARTID (아티드)
• B'note (비노트)
• beNICE (비나이스)
• Humer (후머)
• Salty&Hearty (솔티핫티)
• 로즐리 (Rozley)
• 애플앤딥 (Apple&Deep)
• 베이썸 (Baysome)
• 제나 (Zena)
• 더스티로즈 (Dusty Rose)

Products and services

• CITYBREEZE (시티브리즈) Contemporary casual womenswear brand offering everyday clothing (minimalist tops, shirts, knits, pants, seasonal collections) targeting 20s–30s Korean women via owned D2C site, fashion platforms, and department stores.
• ARTID (아티드) Contemporary women's designer brand focused on timeless modernity and classic sensibility for women in their late 20s–30s, sold through D2C, fashion platforms, and Hyundai department stores (e.g., Hyundai Pangyo).
• Humer (후머) Premium golfwear brand for young Korean golfers (2030 generation) and the course-to-casual crossover consumer, priced 40–50% below incumbent premium golf brands while maintaining premium materials and manufacturing; distributed via D2C, fashion platforms, and golf specialty retailers such as The Cart Golf.
• B'note (비노트) Premium slow-aging skincare brand for women 25–35 combining moisturizing and wrinkle-improvement via the proprietary 'Water Toxin Complex' (물톡스 콤플렉스); distributed D2C, via Olive Young and other beauty retail, and via dermatology clinics in Seoul Gangnam and Los Angeles.
• beNICE (비나이스) Unisex casual apparel brand with streetwear sensibility promoting free expression and positive energy, targeting 2030-era consumers seeking gender-neutral everyday clothing through D2C and fashion platforms.
• Rozly (로즐리) Women's fashion shopping mall/specialty brand offering curated lovely date-look styles for women, with a premium self-produced label Dusty Rose (더스티로즈) under its umbrella; acquired by Eastend and scaled from under 100M KRW to 1B KRW, then to 10B KRW monthly revenue.
• Salty&Hearty (솔티앤하티) Premium pet design brand offering stylish pet accessories and care products, including the Treeology shampoo line for dogs; minority-stake equity investment by Eastend, established/acquired 2022.
• Brand Incubation Services B2B-style partnership offering for small Korean fashion brands and designer-led shopping malls, providing data analytics, finance/accounting, logistics, customer service, and production planning on Eastend's matrix-by-function platform in exchange for growth partnership economics.

Quantifiable outcome

• CITYBREEZE achieved 527% YoY revenue growth in Q1 2022 after new BI implementation
• +4 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• Dongdaemun Fashion Suppliers (동대문 공급업체)coreStrategic or Co-development PartnerEastend developed automated ordering system in collaboration with Dongdaemun suppliers (referred to as '사입 삼촌'). This system enables responsive production by predicting consumer demand and maintaining optimal inventory levels, significantly reducing lead times compared to traditional shopping mall operations.
• Lotte Department Store (롯데백화점)majorChannel Partner/ Reseller/ DistributorMajor distribution partner for offline expansion. CITYBREEZE operates at Lotte World Mall and plans to open additional stores at Lotte department stores in Daejeon, Ansan, and Nowon. Popup store at Lotte World Mall generated 450 million KRW in sales over 3 weeks.
• Shinsegae Department Store (신세계백화점)majorChannel Partner/ Reseller/ DistributorStrategic partner for offline retail expansion with stores planned at Uijeongbu and Daejeon locations. Working with major department store chains to expand brand presence nationwide.
• Hyundai Department Store (현대백화점)majorChannel Partner/ Reseller/ DistributorPartner for ARTID and CITYBREEZE offline expansion. ARTID opened at Hyundai Pangyo, and CITYBREEZE opened at Hyundai Kintec and Hyundai Ulsan locations.
• Heartland 66 Wuhan (武汉恒隆广场)majorChannel Partner/ Reseller/ DistributorLuxury shopping mall in Wuhan where CITYBREEZE opened its first standalone store in China in June. Mall houses luxury brands including Louis Vuitton, Dior, and Gucci, representing a strategic entry point for international expansion.
• Osaka Daimaru (오사카 다이마루)majorChannel Partner/ Reseller/ DistributorJapanese department store chain where CITYBREEZE operated popup store in June 2024 at Umeda location 1st floor. This follows two successful Japanese popups in 2023 and represents step toward permanent presence.
• Ably (에이블리)minorChannel Partner/ Reseller/ DistributorStyle commerce platform where CITYBREEZE, BOWLLOON, and FROMWHERE brands are listed as part of Ably's brand scale-up project, reaching 2030 female customers through platform promotions.

Scale indicators7 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• 29CM: Premium Korean fashion platform serving MZ generation consumers with curated brand selection. Directly comparable target customer overlap with Eastend's primary demographic; platform where multiple Eastend brands are listed and ranked.
• BEAKER: Korean multi-brand contemporary fashion retailer curating premium domestic and international brands. Comparable business model combining brand curation with multi-channel retail presence and MZ generation target demographic.
• Andersson Bell: Korean contemporary fashion brand with growing multi-brand portfolio strategy (Andersson Bell, Woo Young Mi, etc.). Comparable contemporary positioning, MZ generation target, and multi-brand portfolio expansion approach.
• Musinsa: Korea's largest fashion e-commerce platform where Eastend brands are sold and ranked. Direct competitor for Korean fashion e-commerce consumer attention, while also being a critical distribution channel; increasingly competing by launching own private-label brands.
• Shinsegae International: Multi-brand fashion and lifestyle operator (imports and distributes brands like Gucci, Burberry in Korea while developing own brands). Comparable portfolio operator model with both offline department store presence and emerging digital brand development capabilities.
• Handsome (한섬): Korean multi-brand fashion operator managing a portfolio of premium contemporary brands (System Homme, Time Homme, SJSJ, etc.) with both online and offline distribution. Most comparable to Eastend's brand incubation and portfolio management model, though at larger scale and with more premium positioning.
• Zigzag: Korean fashion e-commerce platform with strong MZ generation consumer base. Distribution partner for Eastend brands (CITYBREEZE selected as 2021 Rising Star); comparable fashion e-commerce focus with overlapping target customer segment.
• W Concept: Korean premium fashion platform featuring contemporary brands with significant international designer presence. Distribution partner for Eastend brands (CITYBREEZE, ARTID rank in top categories) while competing for the same fashion-forward consumer segment.

Broad incumbents

• Kolon Industries (Fashion Division): Korean conglomerate with fashion division operating brands like Kolon Sport, HEAD, and beyond. Broader incumbent with established offline retail and manufacturing capabilities, but less digital-native brand incubation focus compared to Eastend.
• LF Corporation: Korean fashion conglomerate operating multi-brand portfolio (DAKS, HAUS, JIGOTT, etc.) across menswear, womenswear, and accessories. Comparable multi-brand operator model with broader category breadth and more established offline retail, but less digital-native brand incubation focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/citybreeze_official
• Facebookfacebook.com/eastendkorea
• LinkedInlinkedin.com/company/eastendkr

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds5 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Eastend