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A screenshot of the Remove website homepage. / Courtesy of Remove

Wellness group The Future is widening its business territory into underwear, healthcare, and inner beauty from a business structure centered on health functional foods. The company displays a stance of speeding up portfolio expansion by subdividing targets and product lines for each brand.

According to The Future on the 29th, the company currently operates the women’s wellness underwear brand 'Remove,' alongside the health functional food brand 'Doctor Bullet,' healthcare brand 'Kalo,' and inner beauty brand 'Nothing Better.' Strengthening product lineups and sales strategies utilizing the characteristics of each brand is the recent business direction.

Among these, Remove saw its May sales increase by 68% compared to the same period last year, backed by summer demand. Along with seasonal characteristics where thin attire increases, the consumption trend emphasizing breathability, lightweight properties, and wearability is interpreted as influencing the sales increase.

Recently, demand in the underwear market is shifting from products putting correction functions at the forefront toward products emphasizing daily wearability and activity. Particularly in the summer season, interest is growing in products that can be worn refreshingly while exposing less on the body due to high temperatures, humidity, and thin clothing wear.

'Skin Bra Air,' launched by Remove this past April, occupied approximately 16% of the brand's total sales as of May. The explanation indicates that reducing the wearing burden during summer by putting ultra-slim and lightweight design at the forefront led to demand.

The 'Easy Fit Line,' on sale together, also recorded approximately 14% of the brand's total sales during the same period. As product lines emphasizing comfortable wearability secured a constant sales proportion, they added strength to Remove’s summer season product composition.

The Future maintains a stance that it confirmed the expansion possibility of its wellness portfolio based on the growth trend of Remove. In the meantime, the company built recognition in the health functional food market by presenting products such as 'Pooong' and 'SowKow' centering on its health functional food brand Doctor Bullet. Recently, it is widening its business territory by adding healthcare brand Kalo and inner beauty brand Nothing Better.

However, clarifying the identity of each brand is counted as a task for brand expansion to lead to actual achievements. Health functional foods, underwear, healthcare, and inner beauty are all included in the large category of wellness, but they are markets with different consumer touchpoints and purchase motivations. Pointed out also arises that if they fail to clarify the core customer base, distribution channels, and product differentiation for each brand, portfolio expansion may stop at a simple expansion of appearance.

The industry is paying attention to how concretely The Future can materialize synergy between wellness brands, taking Remove's summer sales increase trend as an opportunity. Securing repeat purchases and brand loyalty moving beyond short-term seasonal demand is projected to become the key to growth.

                                                                                                         Lee Chul-hyun