KIRSH, the fashion brand known among teens and twentysomethings for its cherry logo, is now available at Daiso stores. Some items sold out shortly after launch as the brand, which has sold accessories costing tens of thousands of won through its own online mall, began offering products priced as low as 1,000 won.
Aseong Daiso has been rolling out 63 types of household goods and fashion accessories featuring KIRSH's cherry logo and characters at its stores nationwide since the 10th, according to the retail industry on the 14th.
Prices start at 1,000 won. Among the entry-priced items are the KIRSH Witty Bunny coin purse, which features a rabbit character on a pink background, and cherry-shaped hair clips. Cherry keyrings sell for 2,000 won and square cherry pouches for 3,000 won.
KIRSH, which has built its business around sweatshirts and hoodies, raised its profile by signing Jang Won-young of the girl group IVE as an advertising model. The brand is now operated by Highlight Brands, which also runs Kodak Apparel and Malbon Golf.
What stands out about the Daiso deal is the price gap with the brand's existing products. A Pocket Packable keyring on KIRSH's official online mall lists for 39,000 won, while keyrings and pouches carrying the same brand designs cost 1,000 to 3,000 won at Daiso. The products sold through the two channels are separate items that differ in type and purpose.
The sales arrangement also differs from a typical retail partnership. Rather than KIRSH manufacturing and supplying the products itself, Highlight Brands licenses the use of brand intellectual property such as the cherry symbol and the Witty Bunny character, and Daiso buys the goods directly for resale.
Highlight Brands built the lineup around practical household goods and accessories, taking into account the shoppers who visit Daiso. The approach is seen as an attempt to reach new customers without disturbing the brand's existing price range, keeping signature designs such as the cherry symbol and Witty Bunny while separating the product categories from those on the official mall.
Early response has been favorable, with some items selling out quickly. "Customer response has been good, with some items selling out," a Highlight Brands official said. "Plans for additional releases have not been finalized, but we will consider expanding consumer touchpoints through various distribution channels."