Some Korean mothers, in particular, collect information by endlessly comparing and analyzing products online and through other social networking channels to find the best items they can get for their kids. Their efforts and picky taste has received recognition worldwide.
In fact, Korea has become an international test market for many global baby product makers. Various baby products from both Korea and abroad enter the Korean market and make an effort at developing better products, reflecting the needs of their customers.
Launched in 2009, Agabang's Putto line of special skincare products is aimed at babies with sensitive skin or eczema.
At NEXTMOM, Agabang’s chain of baby products shops, visitors can check out various items for infants, toddlers and pregnant women, ranging from innerwear and baby bottles to strollers and maternity clothes. The above photo shows a range of toddlers’ clothes in various shapes and colors.
Established in 1979, Agabang makes a range of baby products, including clothes, bedding and toys.
Behind the Korean customers' smart and choosy taste for baby products lies a manufacturer which has earned their love over a long time: Agabang&Company.
Agabang means, "a place where all things necessary for a baby are gathered." The firm was founded in 1979, the first Korean baby products company. Aiming to produce clean and convenient baby supplies, the firm launched a range of baby-related products, including clothes, inner and outerwear, blankets, diapers, baby bottles, strollers and car seats, so that customers can buy every product they need or want for their kids at one place.
With, “happy childbirth, smart childcaring,” as its managerial philosophy, Agabang began by focusing on the localization of baby products, as at the time people were using imported goods due to there being a lack of Korean products. Agabang’s efforts have paid off. In 1983, it was the first baby product maker to receive the Q-mark certification, a Korean quality-assurance credential which vouches for the quality of the product. In addition to this, the firm has received various awards for its contribution to growing Korean exports, including a presidential award in 1985. Agabang has also received recognition for the quality of its product from overseas, earning a best brand award from Earnshaw's, a popular U.S. babies and toddlers magazine, in 1995.
Agabang aims to make products with higher quality and better designs. The above photo shows the inside of the fashion design department at Agabang headquarters in Yeoksam-dong, Gangnam-gu (District), southern Seoul.
Agabang’s family of teddy bears waits patiently in the offices of the firm's fashion design department. Their names are Ailee, Aiden, and Aibee.
A preview of new arrivals for next year’s spring and summer line-up is held at Agabang headquarters on October 21.
Designers in Agabang's fashion design department pose for a photo. Their goal is to make products which have all three of the company's core values: good design, quality and convenience.
Agabang currently manages a range of brand names, in addition to the original Agabang. There is ETTOI, Dearbaby, ELLE, NAP and 2YA2YAO, all aimed at different price brackets. The firm changed its name to Agabang&Company in 2007 in a wish to become a fashion holding company that covers not only baby clothes and products, but also other merchandise, such as maternity clothes with its Destination Maternity brand and the one-stop baby product retail outlet, NEXTMOM.
In 2009, in collaboration with the Korea Institute of Nuclear Safety, the firm launched a skincare line, Putto, designed for babies with sensitive skin or eczema. Putto products are made from a special medicinal substance that soothes the inflammation and itchiness of eczema and other rashes by up to 50 percent, the company claims. Putto recorded domestic sales of KRW 10 billion in 2013, and on top of that is exported to 10 other markets.
The popularity of Agabang can be found at the company's Yeoksam-dong NEXTMOM outlet, where all kinds of Agabang baby products are sold, as well as some selected imported baby goods, too. Kim Jin-sun, the manager there, says, “People from various countries, including China, Vietnam or other Asian countries, as well as from countries beyond Asia, visit our shop. They show strong interest in buying not only baby clothes, but also other baby products, like toys and strollers.”
Long vests are on display at NEXTMOM. The vests are designed for toddlers who kick off their blanket while sleeping. Innovative products such as these receive favorable responses from customers.
Clothes for babies and toddlers are on display at NEXTMOM.
Newborn swaddling blankets are folded and on display at NEXTMOM. They are designed to cover and warm the newborn immediately upon birth.
Podaegi, or traditional carrier blankets, are folded and on display at NEXTMOM. They are designed to strap the baby to the parent's back.
The quality of Agabang products has received international recognition. About 25 percent of the company's total sales come from overseas. In 1985, Agabang began exporting its products to the U.S. and to other countries. Currently, its main export markets cover about ten countries, also including China, Mongolia and Indonesia.
In China, Agabang has over 100 retail outlets. To boost synergies across the company, the firm transformed its existing Shanghai office into a trade-specialized corporation. Its office in Yantai is now a production-specialized corporation.
In the U.S., Agabang has been making products in collaboration with big box retailers like Costco and Walmart, under original design manufacturer (ODM) contracts. It also sells to U.S. customers with its Agabang and ETTOI brands.
In Mongolia, Vietnam and Indonesia, branches of Agabang and Agabang Gallery are run as franchises. In Ulaanbaatar, there are four such franchises. Agabang has two shops in Hanoi and will open two more shops -- one each in Hanoi and Ho Chi Minh City – within the year. In Jakarta, Agabang plans to open two shops.
In the Middle East, Agabang sells baby products in collaboration with the Dubai-based Landmark Group, again under ODM contracts. The firm plans to open five shops in Russia, including one in Moscow and Saint Petersburg, within the year.
Customers look around the ETTOI shop, one of Agabang’s retail brands, at the Golden Eagle Department Store in Nanjing, China.
Lee Geun-jun, manager of the PR marketing team at Agabang, says, “Mothers become smart and buy products from overseas online by themselves. Compared with imported baby products, Agabang maintains its competitiveness with its accumulated experience and knowhow. Reflecting customers’ growing interest in organic products, we now use organic yarn to make many of our products, and we have gotten favorable responses from our customers. Overseas customers in particular, including in China, really trust the quality of our Agabang products.”
Won Myung-joo, chief of the fashion design department Agabang, says, “We never use designs which already exist. We make an effort to earn their trust and faith in “made in Korea” products and in Agabang products.”
Article by Yoon Sojung
Photos: Jeon Han
Korea.net Staff Writers
arete@korea.kr
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