What GOODPEOPLE (좋은사람들) does

GOODPEOPLE (주식회사 좋은사람들) is a privately held Korean intimate apparel company operating a multi-brand portfolio of seven sub-brands — GOODPEOPLE (core house brand), BODYGUARD, YES, SEXYCOOKIE, JAMES DEAN, TUTU ANNA, and ESCADA — each targeting different price points and consumer segments within women's, men's, and unisex underwear, lingerie, and loungewear. Established around 1993 (the company marked its 32nd anniversary in 2025) and co-led by Lee Seong-hyun and Park Young-hwan, the business is built on proprietary functional fabric technologies including AeroCool moisture-wicking mesh and a four-layer absorbent Smart Hygiene Panty (멋멋한 위생팬티) with permanent deodorizing yarn. The technology stack is a conventional owned e-commerce platform (goodpeople.co.kr) with an integrated Kisspoint membership/loyalty system, mobile app, and a dedicated fulfillment warehouse in Paju, supported by KG Inicis payment processing and Lotte/CJ logistics.

The company runs a direct-to-consumer model: primary digital sales through its owned online mall and mobile channel, supplemented by offline sub-brand specialty stores across South Korea, both integrated under the unified Kisspoint membership. Revenue mechanics are unit-pricing product sales with periodic seasonal promotions (Season Off up to 50-60%, Summer Festa), free shipping above 50,000 KRW, multi-pack bundles, and a 1-3% loyalty point rebate. Products range from approximately 3,000 KRW promotional panties to 170,000 KRW premium loungewear, spanning bras, panties, drawers/trunks, running shorts, shapewear, hygiene underwear, and pajamas. Customer segments are primarily Korean women consumers (everyday, sports, shapewear, hygiene, maternity, post-surgery) and men consumers (drawers, trunks, athletic), with a secondary couples/unisex loungewear segment. The company is independently owned with no disclosed parent, venture capital, or institutional investment, and has no public ticker or IPO reference.

Name

GOODPEOPLE (좋은사람들)

Legal name

주식회사 좋은사람들

Website

https://goodpeople.co.kr

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

GOODPEOPLE (좋은사람들) is a privately held Korean direct-to-consumer intimate apparel company operating seven sub-brands across women's, men's, and unisex underwear, lingerie, and loungewear, selling primarily through its owned e-commerce platform (goodpeople.co.kr) and offline specialty stores in South Korea.

Ownership category

akta.pro rank

Product category

Intimate Apparel and Loungewear

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

akta.pro secondary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

Keywords

• Intimate apparel
• Women's underwear
• Men's underwear
• Loungewear pajamas
• Functional undergarments

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Product Sales (Online): Direct e-commerce sales through owned online mall (goodpeople.co.kr) and mobile app. Products include women's and men's intimate apparel, underwear, loungewear, and pajamas. Online orders ship via Lotte Express with same-day dispatch for orders before 4 PM on weekdays.
2. Offline Retail Store Sales: Sales through company-owned and possibly franchised physical retail stores across South Korea. Separate customer service line (080-320-6600) dedicated to offline store inquiries.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

GOODPEOPLE (좋은사람들) designs, manufactures, and sells intimate apparel and loungewear for women and men through a multi-brand portfolio of seven sub-brands (GOODPEOPLE, BODYGUARD, YES, SEXYCOOKIE, JAMES DEAN, TUTU ANNA, ESCADA). The product range spans bras, panties, drawers/trunks, sportswear, pajamas, loungewear, and specialty hygiene underwear featuring proprietary fabric technologies such as AeroCool moisture-wicking material and multi-layer absorbent hygiene panty construction. Products are sold through the company's owned e-commerce platform (goodpeople.co.kr), mobile app, and offline retail stores across South Korea.

Product overview

GOODPEOPLE (좋은사람들) is a Korean underwear and loungewear company operating a multi-brand portfolio consisting of 7 sub-brands: GOODPEOPLE (core brand), BODYGUARD (athletic/sports), YES (lifestyle), SEXYCOOKIE (premium lingerie), JAMES DEAN (men's basics), TUTU ANNA, and ESCADA (premium). The company offers three main product categories: WOMEN (bras, panties, running shorts, slips, garter belts, foundations, legwear), MEN (drawers/trunks/briefs/running shorts), and WEAR (pajamas, homewear, dresses). They also sell specialty products like Smart Hygiene Panties and offer multi-pack value sets. Products are sold through their official online mall (goodpeople.co.kr) and offline retail stores.

Differentiator

Problem solved

Functional benefit

Brands

• BODYGUARD: Men's underwear and loungewear brand
• YES
• SEXYCOOKIE
• JAMES DEAN
• TUTU ANNA
• ESCADA

Products and services

• Women's Innerwear (WOMEN) Women's intimate apparel category including bras (9,900-48,900 KRW), panties (3,000-23,900 KRW), sets, running shorts, slips/camisoles, garter belts, foundations, and legwear. Targeted at women across various life stages for daily, sports, and fashion use. Sizes range from 70A to 85D for bras.
• Men's Innerwear (MEN) Men's intimate apparel category including drawers (boxer briefs), trunks, briefs, and running shorts. Priced from 6,000 to 27,900 KRW. Targeted at men seeking everyday comfort and athletic performance underwear.
• Loungewear and Pajamas (WEAR) Loungewear, pajamas, and casual wear for women, men, and unisex styles including dresses, t-shirts, and shorts. Priced from 16,500 to 170,000 KRW. Targeted at individuals and couples for homewear and casual outings.
• Smart Hygiene Panty (쌩쌩한 위생팬티) Reusable hygiene underwear for women featuring a four-layer absorbent structure with antimicrobial, odor-control fibers for menstrual/incontinence protection. Uses permanent deodorizing yarn technology with anti-microbial properties for daytime and overnight use.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• KG 이니시스 (KG Inicis)coreTechnology or IntegrationKG Inicis provides the payment processing infrastructure for the GOODPEOPLE e-commerce platform, enabling secure credit card transactions, bank transfers, and mobile payments. Inicis escrow service is used for buyer protection.
• 롯데택배 (Lotte Express)coreOthersLotte Express is the primary logistics partner handling delivery of online orders. Orders over 50,000 KRW receive free shipping via Lotte Express. Standard shipping fee of 3,000 KRW applies for smaller orders.
• 씨제이대한통운 (CJ Korea Express)minorOthersCJ Korea Express is used as an additional logistics partner for product delivery alongside Lotte Express, as referenced in the privacy policy for delivery-related data processing.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Aimer Korea (에이메르): Korean intimate apparel and loungewear brand operating own e-commerce and offline retail. Comparable to GOODPEOPLE for its branded portfolio spanning basic and premium lingerie, sports bras, and men's innerwear sold through owned channels.
• Sloggi: International comfort-focused underwear brand (Triumph subsidiary) competing in the everyday intimates category. Comparable to GOODPEOPLE's BODYGUARD and YES sub-brands that emphasize comfort, fit, and functional fabrics at accessible price points.
• Wacoal Korea: Market-leading intimate apparel specialist in Korea offering bras, panties, shapewear, and loungewear through DTC retail and department store channels. Directly comparable to GOODPEOPLE as a multi-brand intimate apparel operator targeting the same Korean women and men consumers with similar product depth and price ladder.
• Triumph International Korea: Global intimate apparel brand with strong Korean retail footprint selling bras, panties, and shapewear through own stores and e-commerce. Directly comparable as a brand-led intimates specialist competing for the same Korean consumer wallet as GOODPEOPLE's core lines.
• Vivien (비비안): Korean specialty lingerie retailer offering bras, panties, sleepwear, and shapewear through own online and offline stores. Comparable to GOODPEOPLE's SEXYCOOKIE and ESCADA sub-brands in the women's fashion-intimate category.
• BYC Korea (바이아씨): Major Korean intimate apparel manufacturer-retailer with own brand portfolio across women's and men's underwear, shapewear, and functional innerwear. Closely comparable to GOODPEOPLE given integrated brand-plus-DTC-retail model and similar category breadth.

Broad incumbents

• Gunze Korea (군제): Japanese apparel manufacturer with significant Korean intimate apparel presence including functional innerwear, hosiery, and shapewear. Comparable as a multi-decade intimates player competing in Korea with both branded products and private-label/OEM capabilities.
• Uniqlo (Fast Retailing): Global fast-fashion retailer with extensive Korean store network and growing AIRism functional innerwear line. Comparable as a large-scale Korean omnichannel apparel retailer that competes with GOODPEOPLE on basics, loungewear, and value-priced functional intimates.
• Calvin Klein Underwear (PVH): Global premium underwear and loungewear brand with strong Korean department store and DTC presence. Comparable to GOODPEOPLE's ESCADA premium sub-brand for fashion-positioned men's and women's intimates at the higher price tier.

Emerging players

• Peach John Korea: Japanese-origin fashion lingerie and loungewear brand with Korean e-commerce presence, focusing on trend-driven design and digital-first marketing. Comparable to GOODPEOPLE's SEXYCOOKIE for premium fashion-forward lingerie and to the company's online marketing-led GTM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCN92VdPYDO2RmcIkKBAbh8g
• Facebookfacebook.com/goodpeoplekr
• Instagraminstagram.com/goodpeople__official
• LinkedInlinkedin.com/company/goodpeople-%EC%A2%8B%EC%9D%80%EC%82%AC%EB%9E%8C%EB%93%A4

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 GOODPEOPLE (좋은사람들)