Brand X
Brand X Corporation (KOSDAQ: 337930) operates XEXYMIX, Korea's leading athleisure brand, selling yoga, golf, swimwear, kids and shoe lines through owned e-commerce (xexymix.com, 3M+ members), 55+ fit-stores, and global marketplaces across 55+ countries, targeting MZ generation consumers with proprietary fabric technology.
- Company typePublic
- Founded2020
- HeadquartersSeongdong, South Korea
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Brand X does
Brand X Corporation (젝시믹스 / XEXYMIX Corporation) is a Korean publicly-listed (KOSDAQ ticker 337930, IPO August 2020) online media commerce company that develops, manufactures, and sells athleisure apparel and adjacent consumer products under multiple sub-brands. Its core brand XEXYMIX is positioned as Korea's No.1 yoga wear and athleisure brand, generating 2,127 billion KRW (~$160M USD) in 2023 full-year revenue and 530 billion KRW in Q1 2026 (+39.1% YoY). The portfolio spans XEXYMIX (women's and men's athleisure, swimwear, outerwear), XEXYMIX Golf (launched May 2022, reaching 20 billion KRW within two months), XEXYMIX Kids (launched September 2022 for ages 6-10), Hwaa (hygiene/wellness products), Gellato Factory (gel nails), and Mix2Mix, with the Fistol/Xexio golf equipment line added via the March 2022 MyColarize acquisition. Proprietary fabric technology includes XELLA (kids elasticity), Creora Fresh (exclusive Hyosung TNC odor-control spandex), creora® Power Fit, and HiQ Smart Temp thermal regulation, all developed and tested in an in-house R&D center and sample room.
The business operates a hybrid D2C model combining owned e-commerce (xexymix.com, 3M+ registered members), 55+ offline 'fit-stores' in Korea, and global marketplace/wholesale channels including Rakuten (Japan #1 sports category), Tmall/JD.com/Lucky Leaf (China), department stores (Lumine, Mitsukoshi, Hyundai, Breeze Nanshan, Top City), home shopping (CJ Onstyle), and ZEPETO metaverse. International subsidiaries in Japan (est. 2019) and China (est. 2023) anchor expansion across 55+ countries, with a target of 100 global offline stores. Strategic partnerships include an exclusive supply and joint R&D agreement with Hyosung TNC (creora® Fresh, November 2023), an annual eco-friendly running campaign with Hyundai Motor, a digital fashion MOU with Com2uB, and a healthcare content partnership with Hyundai Department Store. The company has won the Korea Consumer Forum 'Brand of the Year' in athleisure for three consecutive years (2022-2024) including a Korea-China dual championship in 2024, and holds ISO 9001/14001/45001 certifications.
The revenue model combines one-time apparel sales (D2C + wholesale) at unit pricing across tiered lines (Black Label premium, standard, kids entry-mid), supplemented by digital fashion/metaverse licensing (ZEPETO avatar clothing, XESIA NFT art), advertising revenue from the Ireuda Marketing subsidiary, and licensing royalties. Customer segments are diverse across MZ generation women (primary), fast-growing men's activewear, young golfers, swimwear users, kids 6-10, and overseas consumers in 14+ countries. GTM is multi-modal: direct-to-consumer online, channel partnerships (department stores, Tmall/Rakuten), community-led (Gukmin PT O2O platform, XEXY RUN, yoga/wellness events, marathon sponsorships), and event-driven (BT21 collaboration, celebrity athletes like Yoon Seong-bin, K-tourism roadshows in China). Sole representative director Lee Soo-yeon assumed sole CEO leadership in October 2024 following co-CEO Kang Min-joon's departure.
Brand X firmographics
Firmographics- Name
- Brand X
- Legal name
- (주)젝시믹스
- Website
- https://brandxcorp.com
- Company type
- Public
- Founded year
- 2020
- Operating status
- Operating
- Short description
- Brand X Corporation (KOSDAQ: 337930) operates XEXYMIX, Korea's leading athleisure brand, selling yoga, golf, swimwear, kids and shoe lines through owned e-commerce (xexymix.com, 3M+ members), 55+ fit-stores, and global marketplaces across 55+ countries, targeting MZ generation consumers with proprietary fabric technology.
- Ownership category
- akta.pro rank
Brand X industry classification
Industry- Product category
- Athleisure Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Apparel Manufacturing (315), Shoe Retailers (45821)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Athletic / Performance & Activewear Brands (CRAAAAAD)
- akta.pro secondary industries
- Athleisure & Performance Apparel Retail (CRAAABAE), Yoga, Pilates & Studio Wear Retail (CRAMACAE), Training & Cross-Training Footwear & Apparel Retail (CRAMACAD)
Keywords
Where Brand X is headquartered
LocationHeadquarters
- HQ city
- Seongdong
- HQ country
- South Korea
- HQ region
- Asia
Offices4 records
Markets served
Brand X 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-to-Consumer Athleisure Apparel Sales: Core revenue from selling athleisure, yoga, golf, swimwear, footwear, and accessories via owned e-commerce (xexymix.com) and offline fit-stores. Revenue recognized at point of sale; no subscription component for base products.
- Wholesale and Distribution (Global): Sales through global online marketplaces (Tmall, JD.com, Lucky Leaf in China; global e-commerce platforms), department stores, and shopping malls in Japan, Taiwan, China, Australia, Malaysia, Indonesia.
- Subsidiary Services: Revenues from subsidiaries: Ireuda Marketing (comprehensive advertising agency), Gelato Lab (nail care brand), Hwi-a (hygiene habits brand), Kookmin PT (fitness O2O app).
- Digital Fashion / Metaverse: NFT digital art sales, ZEPETO metaverse avatar clothing and accessories, digital persona XESIA IP content. Emerging revenue stream for MZ generation engagement.
- Home Shopping / Broadcast: Television home shopping sales via CJ Onstyle; drives incremental sales volume through broadcast channel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Black Label Premium Line - Higher price point |
| Unit Pricing | Pay-as-you-go | Standard Athleisure Line - Mid price point |
| Unit Pricing | Pay-as-you-go | Kids Line (젝시믹스 키즈) - Entry-mid price point |
Go-to-market motion4 records
Distribution channels11 records
Marketing channels11 records
Brand X product offering
Product offeringCore offering
Brand X Corporation designs, develops, and sells branded athleisure and activewear apparel under the XEXYMIX umbrella, including yoga wear, leggings, swimwear, golf wear, kids wear, footwear, and accessories. Products are developed in an in-house R&D center and sample room using proprietary fabric technologies and are sold primarily through a direct-to-consumer e-commerce platform (xexymix.com) and 55+ offline fit-stores in Korea and overseas, supplemented by global marketplace and department store channels.
Product overview
Brand X Corporation is a Korean media commerce company operating multiple brands in the athleisure and wellness space. The core brand 젝시믹스 (XEXYMIX) is Korea's leading athleisure brand offering yoga wear, leggings, swimwear, outerwear, golf wear, and kids lines. Portfolio includes 휘아 (hygiene products), 젤라또팩토리 (gel nails), and 믹스투믹스. The company operates direct-to-consumer through owned e-commerce and physical retail stores (Fit Stores), while also selling through global platforms like Tmall, JD.com, and ZEPETO metaverse. Services include the 국민피티 O2O fitness platform. Recent expansions include golf equipment through 피스톨 acquisition and metaverse presence on 제페토.
Differentiator
Problem solved
Functional benefit
Brands
- 젝시믹스 (XEXYMIX): Korea No.1 Yoga Wear and Athleisure brand. Core activewear product line including leggings, sports bras, swimwear, golf wear, and kids wear.
- 휘아 (Hwaa)
- 국민피티 (Gukmin PT)
- 제로시아 (XESIA)
Products and services
- XEXYMIX (젝시믹스) Core Athleisure Line Korea's No.1 yoga wear and athleisure brand offering yoga wear, leggings, sports bras, swimwear, outerwear, and sports casual clothing for women and men. Targets MZ generation consumers globally with proprietary fabric technologies (XELLA, Creora Fresh, HiQ Smart Temp) developed in-house. Sold via D2C e-commerce (xexymix.com), 55+ offline fit-stores, and global marketplaces.
- XEXYMIX GOLF (젝시믹스 골프) Golf wear sub-line launched in May 2022 targeting 20-40 young golfers with athleisure-inspired crossover designs suitable for both golf courses and daily wear. Achieved 20 billion KRW sales within two months of launch.
- XEXYMIX KIDS (젝시믹스 키즈) Kids athleisure line for active children aged 6-10, featuring functional sportswear, sports casual, outdoor wear, shoes, and accessories across 5 categories using XELLA material technology.
- XEXYMIX Shoes Category Athletic footwear line including X-1, X-2, X-Redy Slide, X-Redy Flip, X-1 Lite Fit, and X-Fit Runner models. Accumulated over 460,000 pairs sold across the category, with new summer shoe 3-model release targeting the high-summer season.
- HiyA / Hwaa (휘아) Hygiene Brand Hygiene and wellness sub-brand offering portable sterilizing products including wireless toothbrush sterilizer 'eCleaner' using UV-C LED technology, 5-layer filter showerhead, and kitchen foaming cleanser. Won toothbrush sanitizer category in 2022 Brand of the Year.
- Gelato Factory (젤라또팩토리) Gel nail and beauty brand under subsidiary Gelato Lab, offering gel nail products, pedicure tools, and lifestyle brand collaborations. Achieved 2 consecutive years of Brand Customer Loyalty awards in the self-nail category.
- Mix2Mix (믹스투믹스) Apparel Additional apparel brand under Brand X Corporation offering apparel products.
- Kookmin PT (국민PT) Fitness O2O Platform Exercise O2O (online-to-offline) platform enabling class registration and fitness services integration with brand retail stores and community events (yoga classes, running events).
Quantifiable outcome
- Q1 2026 revenue 530 billion won, up 39.1% YoY; early summer demand drove strong results
- +7 more outcomes
Companies that use Brand X
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles5 records
Brand X technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature7 records
Brand X partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered minor and core.
- CJ온스타일 (CJ Onstyle)minorHome shopping TV broadcast partnership. 'Mellow Day' innerwear brand launch via CJ Onstyle. Products sold out before broadcast ended.
- F45 Training Koreaminor'Hybrid Performance' class collaboration. 7 sessions combining F45's interval/circuit training methodology with XEXYMIX athletic wear. Event held in May 2026 as community engagement and brand experience initiative.
- 효성티앤씨 (Hyosung TNC)coreExclusive supply agreement for creora® Fresh odor-control spandex; first athleisure company in Korea to receive exclusive supply. Includes joint product development, yarn/fabric research cooperation, Hyosung FDC trend information sharing, and personnel exchange programs. 'Creora Fresh' neutralizes ammonia and acetic acid in sweat for superior odor control, with high durability.
- F45 TrainingminorMain sponsor of '2023 F45 Track Korea' outdoor training event. 1,000+ participants at Gocheok Sky Stadium. Supplied stretch logo oversized short-sleeve apparel; high satisfaction with F45 programs and XEXYMIX comfort/stretch quality.
- 가민 (Garmin) - 가민런 아시아 타이베이minorOfficial sponsor of 'Garmin Run Asia Taipei' marathon. 8,000+ participants including Taiwanese national marathon runners. 2nd largest overseas market. Provided sportswear and bags to participants; promoted Black Label Signature 360N shorts leggings, everyday feeder crop top, pixel logo loose-fit short-sleeve.
- 한국농수산식품유통공사 (aT / KATI)minorJoint 'K-Food Run Day' event in Shanghai. Collaborated with Korean food brands (Korea Ginseng Corp, Maeil Dairies) to promote K-culture. Participants wore XEXYMIX heba crop top and Triple X short-sleeve along Huangpu River running course.
- 현대자동차 (Hyundai Motor)coreSecond consecutive year partnership in eco-friendly running campaign 'Longest Run 2023'. Supplying eco-friendly t-shirts (ecotive corn extract + Sorona fiber, biodegradable within 6-12 months) to all participants. Supporting UV-cut golf patches, vegan shower wipes, and joint SNS marketing. Campaign runs October 2023 with free-run, Busan/Jeju mini-runs, Seoul final run.
- 효성티앤씨 (Hyosung TNC) - INTERTEXTILE ShanghaiminorJoint participation in world's largest textile exhibition 'INTERTEXTILE Shanghai 2023'. XEXYMIX branded space within Hyosung booth. Displayed creora® Power Fit applied Black Label Signature 380N leggings and Askin cooling fabric products. 3,000 companies from 22 countries participated.
- WNBF (World Natural Bodybuilding Federation)minorOfficial main sponsor of '2023 WNBF Taiwan Open' bodybuilding competition. Brand booth operation, participant apparel sponsorship. Australia: Main sponsor of 'WNBF Australia Open'. Event in Brisbane with 500+ participants.
- 벤텍스 (Benetex)minorMOU for new material and product development cooperation. Joint research and development of innovative fabrics and materials for XEXYMIX athletic wear products.
- SK텔레ekom (SKT) / T팩토리minor'XEXYMIX X wonderFlip' experience space at SKT T Factory in Hongdae. Oct 1, 2022 deadline. Exercise zone, phone customization zone, VMD exhibition, yoga classes (7 sessions with famous instructors including 'Heung-dong-i' home trainer and 'Ssu-saem'), product sampling. Free entry with phone verification. Samsung Z Flip 4 experience exhibition co-located.
- 컴투버스 (Com2uB)coreMOU for digital fashion partnership business. Metaverse platform cooperation for technology exchange, service discovery, customer experience-focused real-life connected services, and XEXYMIX IP content development and marketing operations. Joint development of metaverse fashion experiences leveraging Com2uB's all-in-one metaverse platform.
- 유한킴벌리 (Yuhan-Kimberly)minorCo-branded 'XEXYMIX X Whitening Panty Liner' product launch. 1mm ultra-thin design using Secret Zone technology for fast absorption. Certified cotton mark and Dermatest 'Excellent' grade. Distributed via GS25 convenience stores nationwide and XEXYMIX/JuhanMall online.
- 현대백화점 (Hyundai Department Store)coreMOU for healthcare content strengthening partnership. Planned joint customer-experience focused healthcare space combining XEXYMIX, Kookmin PT, and Hyundai Department Store wellness offerings. Target H1 2023 launch of integrated wellness space for health-conscious customers.
- BT21 (BTS Character Brand)minor'BT21 Home Training Edition' product line featuring KOYA, RJ, SHOOKY, MANG, CHIMMY, TATA, COOKY characters. Includes yoga mat, gym ball, stretching band (eco-friendly TPE material), sports socks. 2 thickness options for stretching band. Target MZ generation fitness enthusiasts.
- 제페토 (ZEPETO / Naver Z)coreFirst Korean athleisure brand to open branded store on ZEPETO metaverse platform (200+ countries, 300M+ users). Selling avatar clothing and accessories in collaboration with creator 'Renji' (1.3M+ items created). XESIA digital persona featured. Hashtag event #XEXY와오운완 offering free real products to 20 winners.
Scale indicators26 records
Recent moves8 records
Expansion highlights8 records
Brand X competitors and assessment
Company assessmentDirect peers
- Vuori: California-based premium performance apparel brand focused on versatile activewear that transitions from workout to everyday. Closely comparable to XEXYMIX's 'athleisure for daily life' positioning and technical fabric focus (moisture-wicking, four-way stretch).
- Athleta: Gap Inc.'s women's athletic apparel brand targeting versatile, performance-oriented women's wear. Directly comparable in female-focused athleisure category with similar price-to-premium positioning and multi-channel distribution.
- Alo Yoga: Premium yoga and athleisure brand with celebrity-driven marketing and digital-first distribution. Highly comparable to XEXYMIX in product mix (yoga wear, leggings, lifestyle apparel) and target demographic (style-conscious women willing to pay premium for design).
- Lululemon Athletica: Global leader in premium yoga and athleisure apparel, directly comparable to XEXYMIX's premium Black Label positioning. Both target women seeking versatile athletic-to-lifestyle wear with technical fabric innovation, though Lululemon operates at significantly larger scale globally.
Broad incumbents
- Adidas: Global sportswear leader with significant presence in athletic apparel, footwear, and accessories. Comparable as a broad incumbent in the same overall market but with much larger scale, broader product portfolio, and stronger brand recognition in mature markets.
- Under Armour: Performance athletic apparel and footwear company with comparable product mix in training, golf, and women's activewear. Overlaps with XEXYMIX in performance fabric positioning and athletic-to-lifestyle category expansion.
- FILA Holdings: Korean-origin global sportswear brand with strong heritage and presence across athletic apparel, footwear, and tennis/golf. Comparable as a Korean-rooted global sportswear brand competing in similar activewear categories, though FILA operates at much larger scale globally.
- PUMA: Global sportswear brand with activewear, athleisure, and footwear offerings across running, training, and lifestyle. Comparable in product breadth and target demographic though operating at significantly larger scale with deeper distribution.
- Nike: Global sportswear giant with broad athleisure and activewear lines including yoga, training, golf, and running. Overlaps with XEXYMIX across multiple product categories but operates at vastly larger scale with broader category portfolio and deeper brand recognition.
Regional players
- Kolon Sport: Korean outdoor and active lifestyle brand under Kolon Industries, competing with XEXYMIX in Korea across activewear, outdoor, and athleisure categories. Comparable as a Korean regional competitor with similar premium positioning in the domestic market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Brand X social profiles
Digital presenceBrand X compliance and trust
Trust signalCompliance5 records
Brand X financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brand X leadership team
Management profileNumber of profiles
Profiles7 records
Brand X subsidiaries and ownership
Company hierarchySubsidiaries5 records
Brand X funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brand X 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 Brand X
What does Brand X do?
Brand X Corporation designs, develops, and sells branded athleisure and activewear apparel under the XEXYMIX umbrella, including yoga wear, leggings, swimwear, golf wear, kids wear, footwear, and accessories. Products are developed in an in-house R&D center and sample room using proprietary fabric technologies and are sold primarily through a direct-to-consumer e-commerce platform (xexymix.com) and 55+ offline fit-stores in Korea and overseas, supplemented by global marketplace and department store channels.
Is Brand X a public or private company?
Brand X is a public company. It is classified as public and is currently operating.
When was Brand X founded?
Brand X was founded in 2020.
Where is Brand X based?
Brand X is headquartered in Seongdong, South Korea, in the Asia region.
How does Brand X make money?
Five revenue lines are on record. Direct-to-Consumer Athleisure Apparel Sales are the primary driver. The others are wholesale and Distribution (Global), subsidiary Services, digital Fashion / Metaverse and home Shopping / Broadcast.
Who are Brand X's main competitors?
Direct peers on record are Vuori, Athleta, Alo Yoga and Lululemon Athletica. Broad incumbents are Adidas, Under Armour, FILA Holdings, PUMA and Nike. Kolon Sport is listed as a regional player.
Does Brand X have an API?
No public API is recorded for Brand X.
What industry is Brand X in?
Brand X's product category is Athleisure Apparel. Its primary akta.pro industry code is CRAAAAAD, Athletic / Performance & Activewear Brands, with a secondary code of CRAAABAE, Athleisure & Performance Apparel Retail. Its NAICS code is 45811 and its SIC code is 5600.