Brandon, a lifestyle brand, is targeting the Japanese market
Brandon, run by Booster, opened its official online mall in Japan on the 27th and announced on the 30th that it will enter the Japanese e-commerce platform Rakuten on the 3rd of next month
Brandon has been expanding its product line to travel bags with anti-theft functions after building awareness with compressed pouches
Sales of bag products are also on the rise. According to Booster’s, Brandon bag shipments increased more than 110% year-on-year last year, and more than 100% in the first half of this year from the same period last year. Shipments in the first half of the year have already exceeded 80% of the annual volume last year
Overseas sales are also expanding. Global sales in the first half of this year increased by 246% from the previous half (the second half of 2025). The company explained that this is due to the increase in sales of bag products, mainly in Taiwan
At duty-free shops, foreigners accounted for 30% of Brandon customers in May, and at Shilla Duty Free’s Incheon International Airport Terminal 2, foreigners accounted for 53% of purchases, higher than Koreans (47%)
Brandon is also expanding its sales channels to target the Japanese market. After entering Musinsa Japan in March, it opened an official online mall in Japan, and will also enter Rakuten on the 3rd of next month
The company plans to expand local consumer contact points from products centered on living and travel products to fashion categories such as bags
An official from Booster said, “We plan to increase brand awareness in the Japanese market and expand overseas business by entering the official online mall and Rakuten in Japan.”
