Vivien Corporation

What Vivien Corporation does

Vivien Corporation (주식회사 비비안) is a privately-held South Korean intimate apparel and fashion company founded in 1957. The company operates across the full price spectrum — from premium (VIVIEN COUTURE LINE) through mainstream (VIVIEN COLLECTION LINE, SUVIVIEN), functional (BBM), home shopping (ROSEBUD, ranked #1 in Korean home shopping underwear), economy (PANDORA), and adjacent categories including men's underwear (GENTOFF), stockings (Korea's first 'Mugunghwa' brand), casual life wear (GROUND V), personal wear (P@USE), basewear (SANDIES), and fashion accessories. Distribution is multi-channel: 379+ physical retail points across Lotte/Shinsegye/Hyundai/Galleria/AK Plaza department stores, E-mart/Lotte Mart/Home Plus large supermarkets, outlets, and specialty stores, supplemented by three owned e-commerce platforms (vivien-mall.com, patuse.com, sandies.co.kr) and a dedicated home shopping channel.

The company's business model is fundamentally B2C retail of physical goods. Revenue is generated through one-time purchases of apparel and accessories across brand-portfolio pricing tiers, with the V Membership 5-tier loyalty program (V1–V5) structured around 3-year cumulative spend driving retention. Points accrue at 1–3% depending on channel (department stores and specialty stores earn 3%; outlets earn 1%) and are redeemable up to 70–100% of purchase value depending on channel, creating cross-channel stickiness. The company is led by Representative Director Son Young-seob (손영섭) and is privately held with no public listing, no institutional investors, and no disclosed funding rounds identified in the available sources. Core competitive assets are 68+ years of category-specific pattern expertise optimized for Korean body types (with functional sizing spanning A-cup to G-cup), an extensive multi-brand portfolio, and a deeply embedded distribution footprint that would be costly for new entrants to replicate.

Name

Vivien Corporation

Legal name

주식회사 비비안

Website

https://vivien.co.kr

Company type

Private

Founded year

1957

Operating status

Operating

Short description

Vivien Corporation is a privately-held South Korean intimate apparel company founded in 1957, operating 11+ sub-brands across lingerie, men's underwear, casual wear, and basewear through 379+ retail stores, three owned e-commerce platforms, and home shopping channels targeting Korean consumers across all price tiers.

Ownership category

akta.pro rank

Product category

Intimate Apparel and Lingerie

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (45811)

SIC

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

akta.pro primary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

akta.pro secondary industries

Luxury Intimates, Loungewear & Sleepwear (CRAAAFAJ), Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD), Luxury Accessories Retail (Leather Goods, Sunglasses, SLG) (CRAKAGAE)

Keywords

• Intimate apparel
• Women's lingerie
• Functional underwear
• Stockings hosiery
• Fashion retail

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Direct Retail Sales: Revenue generated from physical retail stores across department stores, large supermarkets, specialty stores, and outlets. V Membership loyalty program drives repeat purchases and customer retention. Multiple brand portfolio (VIVIEN, BBM, GENTOFF, SUVIVIEN, DE LOR, ROSEBUD, PANDORA, VIVIEN NANAFIT, SANDIES, GROUND V, P@USE) targets different market segments and price points.
2. E-commerce / Online Mall Sales: Direct-to-consumer online sales through owned e-commerce platforms (vivien-mall.com, patuse.com, sandies.co.kr). Mobile coupons and online-exclusive promotions drive digital revenue. Points and coupons usable across online and offline channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels4 records

Core offering

Vivien Corporation designs, manufactures, and sells a multi-brand portfolio of intimate apparel and fashion products across South Korea. The portfolio spans core lingerie and functional underwear brands (VIVIEN, BBM, GENTOFF), large-mart mass-premium brands (SUVIVIEN, DE LOR), the home-shopping-exclusive ROSEBUD brand, and complementary categories including stockings, fashion accessories, basewear (SANDIES), personal wear (P@USE), and casual life wear (GROUND V). Products reach consumers through 379+ physical stores in department stores, supermarkets, specialty stores, and outlets, three owned e-commerce platforms (vivien-mall.com, patuse.com, sandies.co.kr), and home shopping channels.

Product overview

Vivien Corporation is a fashion/lingerie retail company established in 1957 offering a diversified portfolio of brands. The core VIVIEN brand provides premium and collection line lingerie; BBM offers functional underwear; GENTOFF serves men's underwear; SUVIVIEN and DE LOR target large mart channels; ROSEBUD is a home shopping exclusive brand; PANDORA serves the economical segment; VIVIEN NANAFIT provides comfort wear exclusively online; SANDIES offers basewear; P@USE delivers personal wear; GROUND V provides casual life wear. The company also carries stockings and fashion accessories categories. Products are sold through department stores, specialty stores, large supermarkets, outlets, and online malls including vivien-mall.com, patuse.com, and sandies.co.kr.

Differentiator

Problem solved

Functional benefit

Brands

• VIVIEN (비비안): The main brand of Vivien Corporation, supporting 'women's confident self-esteem' with COUTURE LINE and COLLECTION LINE offerings.
• BBM (비비엠)
• GENTOFF (젠토프)
• SUVIVIEN (수비비안)
• DE LOR (드 로르)
• ROSEBUD (로즈버드)
• PANDORA (판도라)
• VIVIEN NANAFIT (비비안 나나핏)
• SANDIES (샌디즈)
• GROUND V (그라운드 브이)
• P@USE (피앳유즈)

Products and services

• VIVIEN (비비안) Lingerie Brand The flagship brand of Vivien Corporation representing 'confident femininity,' offered in two lines: COUTURE LINE for premium stylish lingerie and COLLECTION LINE for fashion-forward functional mainline products, distributed through department stores, specialty stores, and the VIVIEN Official Online Mall (vivien-mall.com).
• BBM (비비앰) Functional Underwear Best Body Make collection - functional underwear specialty brand developed with Vivien's expertise and technology, offering refined pattern development optimized for Korean women's body types from A-cup to G-cup.
• GENTOFF (젠토프) Men's Underwear Modern men's underwear brand combining 'Gentle' and 'Toff' (gentleman), featuring contemporary simple designs with color sensibility, using stretch and specialty functional fabrics for running, drawers, trunks, and undershirts.
• SUVIVIEN (수비비안) Premium Mass-Market Brand Premium large supermarket intimate apparel brand with 'Elegant, Romantic, Modern' concept, offering romantic styles with various colors and details at reasonable prices, available exclusively through large supermarket chains including E-mart, Lotte Mart, Home Plus, and Hana R Mart.
• DE LOR (드 로르) Large Mart Brand Large mart exclusive underwear brand whose name means 'The Gold' in French, offering quality products with various functions at reasonable prices available at large discount stores.
• ROSEBUD (로즈버드) Home Shopping Brand Home shopping exclusive brand distributed exclusively through TV home shopping channels, operating sub-brands including Skin Fit, Primotion, Slim Fit, and Line Fit, featuring premium materials, diverse colors, and stable fit; ranked #1 in home shopping underwear category.
• PANDORA (판도라) Economical Underwear Economical underwear brand named after the first woman in Greek mythology, offering simple functional designs accessible to various age groups, available through comprehensive malls and open markets.
• VIVIEN NANAFIT (비비안 나나핏) Comfort Wear Comfortable everyday wear brand with theme 'Love yourself by your own standards,' featuring soft materials, simple stylish designs, and minimal stitching, sold exclusively through Vivien's own online mall (vivien-mall.com).
• SANDIES (샌디즈) Basewear Brand Basewear brand inspired by sand waves with slogan 'Where flow becomes form,' offering three-dimensional designs understanding body curves with flexible yet firm support, sold through the SANDIES dedicated online mall (sandies.co.kr).
• P@USE (피앳유즈) Personal Wear Personal wear brand with slogan 'Treasure yourself and you'll connect with good things,' pursuing SIMPLE, COMFORT, STYLISH through collaborations with various artists and unique brands, distributed through the P@USE dedicated online mall (patuse.com).
• GROUND V (그라운드 브이) Casual Life Wear Stylish & Casual Life wear brand combining GROUND and VIVIEN, offering three lines: New Normal Life casual line, Mega Trend Athleisure Look active line, and Stylish Look baseball-inspired original line, representing creative space with street and sporty sensibility.
• STOCKINGS (스타킹) Category Stockings, tights, and socks category under which Vivien introduced Korea's first stocking 'Mugunghwa' and continues to research various products, quickly reflecting customer needs and presenting new trends for everyday fashion and professional wear.
• FASHION ACCESSORIES (패션잡화) Category Fashion accessories expressing women's individuality and lifestyle, offering high-quality items with unique designs and practicality to add sophisticated details to complete styling.

Quantifiable outcome

• ROSEBUD brand ranked #1 in home shopping underwear category
• +1 more outcomes

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Bonitas (보니타스): Korean intimate apparel specialist offering functional and shapewear products. Competes directly with Vivien's BBM brand in the functional underwear segment across department stores and specialty retail.
• Triumph International Korea: Korean arm of global lingerie brand Triumph International. Directly competes in department store lingerie and functional underwear with overlapping premium positioning and similar fit-focused product technology.
• Mido (미도): Korean domestic intimate apparel specialist with multi-decade heritage, similar to Vivien. Competes across department store, discount, and online channels with comparable A-G cup functional underwear offerings.
• Wacoal Korea: Korean subsidiary of Japanese intimate apparel giant Wacoal Holdings. Directly competes with Vivien in department stores and specialty channels across lingerie, functional underwear, and shapewear with similar brand portfolio strategy.

Broad incumbents

• Hanesbrands: Global intimate apparel and basics conglomerate (Hanes, Champion, Bali, Playtex). Operates broadly in the intimate apparel space with overlapping product categories and competes with Vivien through mass-market channels.
• Victoria's Secret: Global lingerie leader that has expanded into Korean market via retail and online channels. Competes with Vivien's VIVIEN brand in the premium lingerie segment with broader scale and brand recognition.
• LF Corp (LG Fashion): Korean fashion conglomerate with multiple apparel and lifestyle brands (DAKS, TNGT, Hazzys). Operates department store concessions and shares channel overlap with Vivien, representing a broader Korean incumbent with greater scale.
• PVH Corp (Calvin Klein): Global apparel conglomerate whose Calvin Klein brand competes in the intimates and underwear segments. Larger, broader portfolio but overlapping product offering with Vivien's casual and innerwear brands.

Regional players

• Marks & Spencer: UK-based multi-category retailer with significant lingerie and innerwear offering. Has historically operated in Asian markets including Korea and represents an international incumbent whose intimate apparel line parallels Vivien's broad portfolio.

Emerging players

• Aerie (American Eagle Outfitters): Direct-to-consumer intimates and loungewear brand gaining traction among younger consumers. Represents an emerging threat that could capture Gen Z share that Vivien's SANDIES brand is also targeting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/vivien_korea

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Vivien Corporation