STCO expands brand portfolio into women's, streetwear, and kids' wear

NBNTV = Ju Hyeon-ung

STCO, a fashion company that has grown primarily around menswear, is expanding its business scope to include women's wear, street casual, and children's wear. Instead of opening separate new locations, the company plans to expand its customer base through an 'in-shop' strategy, placing new brands within existing STCO stores nationwide.

STCO, a KOSDAQ-listed company, operates 170 stores across the country centered around its menswear brand, STCO. The company is utilizing its existing stores as sales hubs for new brands, configuring dedicated brand corners within STCO locations rather than opening independent stores.

The first mover in this brand expansion is the women's wear brand UMEORA. First introduced in the 2025 Fall/Winter season, UMEORA targets women in their 30s to 50s, offering office wear and daily attire.

After starting sales in 13 stores, UMEORA has already expanded its presence to 30 stores. STCO plans to increase the number of locations to 40 by the end of the year. Based on revenue achieved at directly managed stores, the company plans to expand sales channels to agencies and increase production volume by more than 50% next year.

The company has also entered the street casual market, introducing the brand NO-RATED in April 2026. Targeting customers in their 10s to 30s, the brand features a mix of street fashion and sportswear.

NO-RATED is currently available in 20 STCO stores, with plans to expand to 30 locations by the end of the year.

The next sector STCO has selected for expansion is children's wear. Starting in 2027, the company plans to expand its children's wear product line and reorganize store layouts so that adults and children can shop for clothing together in a single location.

By sequentially adding women's wear, street casual, and children's wear to its menswear-focused STCO stores, the company aims to expand its target audience to include entire families.

The decision to adopt the in-shop method was driven by the ability to leverage existing distribution networks. The company explained that this approach eliminates the need to secure separate stores for each new brand while allowing them to utilize the commercial district data and management experience accumulated through STCO.

STCO intends to use the distribution networks of its existing brands as a foundation for new market entries, gradually expanding sales channels for each brand step-by-step.

An STCO official stated, "The women's wear brand UMEORA is growing twice as much as the previous year, and we will continue to broaden our customer base through these new brands."