HANSAE-MK, a leading Korean fashion company led by co-CEOs Ji-won Kim and Dong-hwan Lim, announced on January 28 that its kids sports multi-store PLAYKIZ PRO recorded balanced growth across every kids sportswear category in 2025.
The result reflects simultaneous growth in footwear, apparel, and accessories, with a product assortment and sales structure that are not overly dependent on any single item strengthening the brand's competitiveness. Strategic development of key seasonal products, including back-to-school bags, new sneakers, and winter outerwear, supported balanced growth across the categories.
Back-to-school bags were especially strong, with sales rising more than 70 percent year over year and driving growth in accessories. Designs that reflect each brand's identity, combined with improved storage capacity and wearing convenience, received a positive response from both parents and children. The performance is significant because product planning based on real-use conditions, rather than fashion appeal alone, translated into consumer choice.
In footwear, new sneaker lineups expanded customer touchpoints and drove sales. Trend-focused styles based on adult running-shoe designs, including the Nike Vomero 5, P-6000, and V5 RNR, were adapted for kids, generating a positive response through design differentiation rarely seen in the existing children's footwear market.
Winter outerwear, which represents a large share of sales, also contributed to overall growth in 2025. A focused strategy centered on key seasonal items, together with differentiated colors and designs built on warmth and functionality, helped maintain stable demand.
Behind the performance is a differentiated product-planning strategy for the kids sportswear market. Rather than simply scaling down adult sportswear, PLAYKIZ PRO reinterprets each brand's design assets and story for the characteristics of a children's line. Instead of relying on uniform, logo-centered expression, it applies core design codes such as each brand's color palette, graphic motifs, silhouettes, and material tones throughout the assortment. This has created consistent collections whose brand mood can be recognized from the product itself, along with in-store curation that proposes complete looks, strengthening competitiveness without depending solely on logo visibility.
Expansion of Korea-exclusive products reflecting local consumer needs is another growth driver. PLAYKIZ PRO analyzes domestic lifestyles and purchase patterns to continuously introduce items available only in Korea. The Jordan back-to-school backpack line and Nike Windrunner line are examples optimized for local demand, reinforcing both brand execution and product competitiveness.
Building on this momentum, PLAYKIZ PRO plans to continue a growth strategy in 2026 that combines brand identity with domestic needs. Rather than simply expanding the assortment, it aims to develop products optimized for the Korean market, increase repeat purchases and brand trust, and establish a foundation for mid- to long-term growth.
HANSAE-MK CEO Ji-won Kim said, 'The kids sportswear market is evolving to demand both functionality and design. PLAYKIZ PRO is building a stable growth structure across all categories by maintaining the identity of each brand while planning products suited to the Korean consumer environment.'