It has been a few years for the reason that Korean wave hit Singapore shores, however Korean personalities and merchandise haven’t gotten any much less widespread.
Followers of Korean magnificence, style and life-style merchandise would thus be accustomed to Ksisters, a market for all issues Korean.
In the present day, the model has a whopping 41,700 followers on Instagram and rakes in a year-on-year gross sales income development of 150 per cent.
In distinction to its recognition as we speak, Ksisters began out small as a platform that introduced in youngsters garments from South Korea.
It was based by South Korea Jungmin Lee in 2015. She had needed to spend extra time together with her kids, who had been solely aged two and three again then, so she stop her full-time job at Procter & Gamble to begin Ksisters.
Again then, there have been hardly any corporations that imported Korean style items for kids. She needed to introduce cute Korean garments to her fellow mum pals in Singapore, and on the identical time costume in matching outfits together with her two daughters.
Impressed by the ‘Korean sisters’
At first, the principle motivation for Jungmin was the need to put on matching outfits together with her daughters. In any case, the identify Ksisters was impressed by the each of them — ‘Korean sisters’.
Nonetheless, Ksisters now brings in much more merchandise from different classes, together with Okay-beauty gadgets like skincare and haircare, to meals and even life-style and family merchandise like detergent.
It at present shares merchandise from about 20 to 30 manufacturers from South Korea.
In keeping with Jungmin, the shift was primarily attributable to suggestions and requests from clients who had been asking the crew to herald extra merchandise from Korea, notably Okay-Magnificence.
It additionally has its personal in-house model known as Jung Magnificence, which at present focuses on hair care merchandise. It’s named after herself, and the Korean phrase ‘Jeong’ refers to heat feeling of attachment felt between individuals with an in depth relationship.
The model has since grown from a Okay-fashion curation retailer to curating all issues Korean that’s on-trend and appropriate for Singaporeans’ wants.
Jungmin informed Vulcan Put up that she routinely retains up with the lives of her Singaporean clients through Instagram Tales or Fb. Via her observations, she tries to find out the unmet wants they’ve, and use that data to resolve on what product class to herald subsequent.
After discovering out the wants of her clients, her crew research the Korean market and searches for manufacturers which are trending or well-loved. They then order samples from the varied manufacturers to check internally.
When the crew has confirmed that the merchandise are of fine high quality, they transfer on to arrange partnerships with the Korean manufacturers and launch their merchandise on the Ksisters platform. Prior to now, the model has even collaborated with worldwide manufacturers resembling Disney.
The longer I do that enterprise, the extra I perceive how essential product high quality is. You may inform a superb product from a mean one, as the previous may have a singular promoting level that isn’t simply replicated.
Prospects all the time come again to the identical product whether it is good as a result of it’s one which has actually helped or made a change of their lives. So after we are sourcing merchandise, I all the time be certain that to strive the product myself and skim the Korean clients’ opinions.
Jungmin Lee, Founding father of Ksisters
Though the enterprise has considerably grown since its inception, Jungmin nonetheless retains her daughters in thoughts when curating merchandise for the model.
For instance, when she introduced in skincare for infants and youngsters, it took her nearly two years to decide on an acceptable shampoo and conditioner as kids’s hair is finer and will get tangled simply.
Actually, for the model’s first collaboration with Disney final 12 months, they selected Ariel from The Little Mermaid, who’s the favorite Disney princess of Jungmin’s daughters.
She additionally takes under consideration their suggestions for each style assortment the model brings in. Their garments are all designed in-house, and manufactured in South Korea.
“We’ll strive on the garments collectively and we’ll have a look at the performance of the product, like whether or not it has zips, buttons or pockets,” added Jungmin.
Constructing a robust neighborhood
Ksisters is thought for the robust neighborhood it has constructed with Singaporean moms and Korean product aficionados.
“I began this huge journey to provide again to our close-knit Ksisters neighborhood by producing merchandise that work and I personally love,” stated Jungmin.
She shared that the small scale of the enterprise at the start allowed her to do meet-ups with clients to seek out out extra about what Singaporean moms needed, and these clients prompt bringing in Okay-beauty and life-style merchandise.
Because the enterprise grew, she began internet hosting VIP occasions and pop-ups at malls Takashimaya and Tangs, which gave her the precious alternative to attach together with her clients.
I consider constructing a robust neighborhood can be about understanding what clients need. All moms need the very best for his or her youngsters, all the time. Sure, there are issues that may be generally shared within the common parenting world, however there are totally different wants ensuing from totally different cultures and climate backgrounds.
Jungmin Lee, Founding father of Ksisters
Jungmin can be savvy in understanding what merchandise are extra appropriate in Singapore’s context. For instance, as a result of scorching and humid climate, Singaporean moms favor gentle moisturiser for his or her kids that may sufficiently hydrate their pores and skin but additionally stop an uncomfortable stickiness.
Because of the climate, kids right here bathe extra usually that in South Korea, so the consumption charge of shampoo and physique wash merchandise is far sooner in Singapore, main Singaporean dad and mom to be extra delicate to the price of such merchandise.
These are simply among the elements that Jungmin takes into consideration when curating merchandise for Ksisters.
All the time being agile
Operating a enterprise just isn’t simple, particularly with two younger kids in tow, which is why Jungmin shared that she wants an “Avengers crew” internally and externally who can deal with current challenges by themselves with out her all the time being current.
When the crew was smaller, Jungmin was spending quite a lot of time of administrative duties, resembling making cross-border funds to her many abroad suppliers — an expertise which she discovered costly, sluggish and troublesome.
She was initially utilizing a financial institution to pay suppliers in Korea however discovered that there have been many logistical points that resulted in lengthy wait occasions and further prices, and he or she needed to take trip of her schedule to go to the financial institution to resolve them.
She then determined to modify to Clever Enterprise, an account devoted for companies, which helped to shave off valuable working hours and save her 20 per cent of charges.
This freed up her time so much, giving her extra time to strategise and plan for the corporate’s development as an alternative. One other problem she had was determining the easiest way to market her model and merchandise, which is why she needed to conduct experiments and analysis regularly.
I’m so blessed to have a small but robust and sensible crew who entrusted me with their future in Ksisters. I don’t know what they noticed in us, however I all the time suppose the one technique to repay their love is to work arduous and neatly to be a greater chief too.
Jungmin Lee, Founding father of Ksisters
Regardless that she doesn’t have “a really correct” reply for what she envisions Ksisters to be within the subsequent ten years, her promise is that “Ksisters can be all the time agile in studying what clients need”.
“From our huge milestones like launching magnificence merchandise, our in-house model Jung Magnificence to launching meals product class MUKBANG MART, it began from us attempting our greatest to grasp our clients and there’s a lot extra lined up within the coming years,” stated Jungmin.
Featured Picture Credit score: Ksisters