JAJU Targets Both Fashion and Living with Expanded Fabric Product Line

[Financial News] JAJU, which began as a household goods brand, is developing apparel, homewear and bedding into key growth drivers. As it expands from household and kitchen goods into a lifestyle brand covering both fashion and living, the company is also stepping up in-house material development.
According to industry sources on the 10th, JAJU, the lifestyle brand operated by SHINSEGAECASA, has recently increased the share of fashion products such as apparel, underwear and homewear. JAJU is a comprehensive lifestyle brand that sells apparel, household goods, kitchenware and bedding.
Growth has been particularly notable in its apparel and living-fabric product lines. Currently, about 70% of JAJU’s total sales come from fashion and kitchen and bedroom fabric products. Its business structure, once focused mainly on household goods, is shifting toward fashion and fabrics.
Sales of pajamas and loungewear have recently increased, particularly among customers in their 20s and 30s. As a consumer culture that values time spent at home has taken hold, homewear has evolved beyond simple indoor clothing into a fashion category. JAJU’s homewear sales rose 10% year on year in the first half of this year. In response, JAJU will expand its pajamas and loungewear made with its in-house-developed “Cloud” material starting in the second half of the year.
JAJU also plans to broaden the scope of its material development. It will extend the material expertise gained through homewear to other fabric categories, including apparel, underwear and bedding.
In apparel, JAJU will expand beyond its existing focus on one-mile wear into “daily lifewear” that can be worn as everyday clothing. It also plans to develop signature in-house materials for sleepwear and underwear and cultivate them as strategic product categories.
Industry observers say that as household goods brands expand into fashion and bedding, competition among lifestyle brands such as Muji and Modern House is shifting beyond product assortments toward differentiation in materials and design. The ability to extend materials proven in apparel into bedding and other household fabrics is also considered a strength of comprehensive lifestyle brands.
A JAJU representative said, “As more consumers seek to express their individuality both inside and outside the home, the boundaries between apparel, bedding and homewear are blurring.” The representative added, “We will secure new growth momentum by strengthening our fabric capabilities across fashion and living.”
[email protected] Kim Hyun-cheol Reporter