Andar
Andar is a South Korean technical athleisure brand founded in 2015, designing performance apparel for active women, men, and children. It sells through owned e-commerce, Korean department stores, and a B2B bulk program as a subsidiary of Echo Marketing Co.
- Company typePrivate
- Founded2015
- HeadquartersMapo, South Korea
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Andar does
Andar is a South Korean technical athleisure brand founded in Seoul in 2015, designing and selling performance apparel for active women, men, and children across yoga, Pilates, running, golf, water sports, and everyday casual wear. The company serves primarily Korean consumers who want apparel that transitions seamlessly from athletic activity to office and travel, and sells through its owned e-commerce platform (andar.co.kr), department store and premium outlet locations across South Korea, and a dedicated B2B bulk program for corporate team apparel.
Andar's product portfolio is built on proprietary functional fabrics developed by the Andar AI Lab (Athleisure Innovation Lab), which combines globally premium fibers — Lycra, Tactel, and Lyocell — with proprietary post-processing techniques. Key fabric technologies include contact cooling, quick-dry moisture management, UV protection, 4-way stretch, and seamless construction, all independently verified by KOTITI Testing & Research Institute. Flagship product lines include the Ice Air Denim cooling denim series, Air Cooling wide-leg leggings, Fresh Move wide-leg pants, Aerocotton standard-fit t-shirts, Ice Fresh men's polo shirts, and kids' swimwear and basics. Pricing spans entry-level basics at ₩19,000-₩40,000 to premium technical pieces at ₩90,000-₩170,000.
Andar generates revenue through direct product sales across its e-commerce storefront, physical retail in Korean department stores and premium outlets, and the B2B bulk program. A 5-tier membership program (Welcome/Silver/Gold/VIP/VVIC) tied to 6-month cumulative spending drives repeat purchases and customer retention. The brand is a subsidiary of Kosdaq-listed Echo Marketing Co., which in January 2026 agreed to a going-private transaction with Bain Capital through a tender offer. Andar has been recognized as Korea's No. 1 K-athleisure brand for five consecutive years (2022-2026) by the Korea Fashion Quality Award.
Andar firmographics
Firmographics- Name
- Andar
- Legal name
- 주식회사 안다르
- Website
- https://andar.co.kr
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Andar is a South Korean technical athleisure brand founded in 2015, designing performance apparel for active women, men, and children. It sells through owned e-commerce, Korean department stores, and a B2B bulk program as a subsidiary of Echo Marketing Co.
- Ownership category
- akta.pro rank
Andar industry classification
Industry- Product category
- Athletic Apparel
- NAICS
- Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159), Clothing and Clothing Accessories Retailers (45811)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Women's, Misses', And Juniors Outerwear (2330), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Athletic / Performance & Activewear Brands (CRAAAAAD)
- akta.pro secondary industries
- Performance Outerwear & Technical Apparel (CRAAAEAB), Activewear & Training Apparel (CRAAAEAA)
Keywords
Where Andar is headquartered
LocationHeadquarters
- HQ city
- Mapo
- HQ country
- South Korea
- HQ region
- Asia
Offices2 records
Markets served
Andar business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales - E-commerce: Andar generates primary revenue through direct-to-consumer online sales via its owned e-commerce platform (andar.co.kr), offering a full product catalog across women's, men's, kids', and accessories categories with tiered pricing, membership discounts, and coupon-based promotions.
- Direct Product Sales - Physical Retail: Revenue from department store and premium outlet store locations across South Korea, where customers can purchase products in person with the same return/exchange policies applied to each purchase channel.
- Bulk / B2B Corporate Sales: Andar offers a dedicated bulk purchase program for corporate team apparel, fitness club uniforms, and organization merchandise, with a structured process for bulk orders including recommended products across women's, men's, junior, and home training categories.
- Gift Cards / Gift Certificates: Andar issues and sells gift cards (상품권) in electronic, mobile, and online formats, which can be redeemed on the official online store for merchandise purchases. The gift card program is operated through a third-party issuer (쿠프마케팅) and is also available on Kakao Gift.
- Membership Program Revenue: Andar operates a tiered membership program based on cumulative spending over a rolling 6-month period, offering tiered benefits including exclusive coupons, birthday rewards, and early access to sales, driving customer loyalty and repeat purchase frequency.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level basics (₩19,000-₩40,000) |
| Unit Pricing | Pay-as-you-go | Mid-range performance wear (₩50,000-₩90,000) |
| Unit Pricing | Pay-as-you-go | Premium technical pieces (₩90,000-₩170,000) |
| Unit Pricing | Pay-as-you-go | Bulk / B2B corporate pricing |
| Subscription | Monthly | Membership tiered discount program |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Andar product offering
Product offeringCore offering
Andar designs, manufactures, and sells technical athleisure clothing for women, men, and kids, including leggings, sports bras, polos, denim, t-shirts, wide-leg pants, outerwear, swimwear, and accessories. Products are built around proprietary fabrics developed by the in-house Andar AI Lab using global premium fibers (Lycra, Tactel, Lyocell) with exclusive finishing technologies, and are sold direct-to-consumer through the brand's own e-commerce store (andar.co.kr) and physical department store and premium outlet locations across South Korea, plus a dedicated bulk/corporate team apparel channel.
Product overview
Andar is a K-athleisure brand founded in Seoul in 2015, positioning itself as a Technical Athleisure brand — combining performance functionality with everyday style. The product portfolio centers on its proprietary functional fabrics developed by the Andar AI Lab (Athleisure Innovation Lab), which creates signature materials using global premium fibers (Lycra, Tactel, Lyocell) with exclusive finishing technologies. Core product categories span women's (leggings, sports bras, tops, bottoms, dresses, swimwear), men's (polo shirts, t-shirts, pants, shorts, outerwear), and kids' lines, plus accessories and gear. Key technology lines include the Ice Air Denim series (ultra-lightweight cooling denim), Air Cooling series (wide-leg and leggings with cooling fabric), Air Fit (versatile daily wear), Fresh Move (breathable everyday pants), Aerocotton (cotton-functional blend), and Ice Fresh (cooling polo shirts for men). Beyond products, Andar operates a 5-tier membership program and an Athlete Leader ambassador program. The brand also offers bulk/corporate purchasing for team wear and operates both an online store (powered by Cafe24) and physical retail locations across South Korea.
Differentiator
Problem solved
Functional benefit
Products and services
- Ice Air Denim Series (아이스 에어데님) Ultra-lightweight cooling functional denim line featuring ice-cold cooling touch, quick-dry properties, and lightweight construction; available in semi-wide, straight-fit, and shorts styles for women, men, and kids.
- Air Cooling Maxi Wide Leggings (에어쿨링 맥시 와이드 레깅스) Wide-leg leggings with maxi length and airy cooling fabric, designed for a slacks-like fit that transitions from work to post-work exercise.
- All Day Fit Cooling Bra & Panty Set (올데이핏 쿨링 브라 & 팬티) Seamless all-day bra and underwear set with enhanced cooling, available as a 4+1 bundle with All Day Fit silhouette for all-day comfort.
- Fresh Move Wide Pants (프레시무브 와이드 팬츠) Functional wide-leg pants with a light, breathable texture, designed for everyday and travel wear with easy-care non-stretch fabric.
- Air Fit Wide Pants (에어리핏 와이드 팬츠) Versatile daily wide-leg pants with functional breathability and durability, positioned for all-day everyday wear.
- Aerocotton Standard Fit T-Shirt Set (에어로코튼 스탠다드핏 티셔츠) Cotton-exterior, functional-interior basic tee with all-cotton feel and performance properties, available as a 3-set bundle.
- Ice Fresh Men's Polo Short-Sleeve (아이스프레시 맨즈 폴로 숏슬리브)
Quantifiable outcome
- Air Touch Face series cumulative sales of 1.14 million units (January 2026)
- +2 more outcomes
Companies that use Andar
Customer profileSegments4 records
Ideal customer profiles4 records
Andar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature7 records
Andar partnerships and signals
Strategic signalScale indicators4 records
Recent moves7 records
Expansion highlights6 records
Andar competitors and assessment
Company assessmentDirect peers
- Lululemon: Global premium athleisure leader with a women's-led technical apparel assortment (leggings, sports bras, training tops). Directly comparable to Andar's technical athleisure positioning and target active-woman demographic, with substantially larger scale and global brand recognition.
- Alo Yoga: Premium yoga-to-lifestyle athleisure brand with a strong emphasis on technical fabrics, fashion-forward styling, and active-women target. Closely aligned with Andar's premium technical athleisure proposition and yoga-origin heritage.
- Vuori: Premium performance apparel brand originating in Southern California, focused on technical, sustainable fabrics for active men and women. Comparable to Andar's west-meets-east technical athleisure positioning and DTC-plus-retail distribution model.
- Xexymix: Korean yoga and athleisure brand founded in 2013 that pioneered yoga wear in Korea before expanding into broader athletic categories. Closest direct Korean competitor to Andar with overlapping customer base, channels, and product mix.
Broad incumbents
- Nike: Global athletic apparel giant with broad product, category, and channel coverage including Korea. Competes with Andar in technical fabrics, sports bras/leggings, and men's polo/training apparel but at much larger scale and through a wider portfolio.
- Adidas: Global athletic apparel and footwear leader with active lifestyle, training, and golf categories. Overlaps with Andar's performance athleisure offering for men and women but as part of a much broader sports portfolio.
- Under Armour: Performance athletic apparel brand with emphasis on heat/cold management, sweat-wicking fabrics, and training apparel. Comparable to Andar's technical fabric positioning across cooling, quick-dry, and UV protection.
Regional players
- Descente: Japanese-rooted performance sportswear brand (with Korean operations) covering training, running, and golf apparel. Comparable technical outerwear and athletic apparel positioning, with strong Korea/Japan regional concentration.
- Kolon Sport: Korean outdoor and activewear brand under the Kolon Group with technical apparel across hiking, golf, and athleisure. Comparable technical fabric heritage and Korean retail distribution.
Emerging players
- P.E Nation: Premium athleisure label combining performance functionality with streetwear aesthetics, distributed DTC and through premium retailers. Comparable premium technical-athleisure positioning targeting active women and crossover lifestyle use cases.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Andar social profiles
Digital presenceAndar compliance and trust
Trust signalCompliance2 records
Andar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Andar leadership team
Management profileNumber of profiles
Profiles4 records
Andar funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Andar M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Andar
What does Andar do?
Andar designs, manufactures, and sells technical athleisure clothing for women, men, and kids, including leggings, sports bras, polos, denim, t-shirts, wide-leg pants, outerwear, swimwear, and accessories. Products are built around proprietary fabrics developed by the in-house Andar AI Lab using global premium fibers (Lycra, Tactel, Lyocell) with exclusive finishing technologies, and are sold direct-to-consumer through the brand's own e-commerce store (andar.co.kr) and physical department store and premium outlet locations across South Korea, plus a dedicated bulk/corporate team apparel channel.
Is Andar a public or private company?
Andar is a private company. It is classified as private equity controlled and is currently operating.
When was Andar founded?
Andar was founded in 2015. It employs 51 to 100 people.
Where is Andar based?
Andar is headquartered in Mapo, South Korea, in the Asia region.
How does Andar make money?
Five revenue lines are on record. Direct Product Sales - E-commerce is the primary driver. The others are direct Product Sales - Physical Retail, bulk / B2B Corporate Sales, gift Cards / Gift Certificates and membership Program Revenue.
Who are Andar's main competitors?
Direct peers on record are Lululemon, Alo Yoga, Vuori and Xexymix. Broad incumbents are Nike, Adidas and Under Armour. Regional players are Descente and Kolon Sport. P.E Nation is listed as an emerging player.
Does Andar have an API?
No public API is recorded for Andar.
What industry is Andar in?
Andar's product category is Athletic Apparel. Its primary akta.pro industry code is CRAAAAAD, Athletic / Performance & Activewear Brands, with a secondary code of CRAAAEAB, Performance Outerwear & Technical Apparel. Its NAICS code is 315 and its SIC code is 2300.