Generation Z has also fallen for the charm of 'RAdog'

'Lifework', expected to achieve 140 billion in sales this year with a growth rate in the 60% range

The bulldog character 'RAdog' is the signature character of 'Lifework', a casual brand by Hideaway (CEO Kim Sang-hoon). The company developed 'RAdog', a character unique to 'Lifework', inspired by the bulldog motif.

Currently, 'Lifework' is leading the way with the character 'RAdog', proposing a trendy lifestyle wear that blends various genres of culture and fashion. 'RAdog' is characterized by graphics that suit both masculine and sexy, strong women. This is also the reason why 'Lifework' is popular regardless of gender.

'Lifework' is showcasing everything from clothing to hats, bags, socks, pet accessories, and a composite cultural space that blends fashion with cafes and lifestyle.

Initially, 'Lifework' was driven by customers in their 30s and 40s. Recently, it has become a popular brand among the 10-20 age group of Generation MZ.

Boosted by this popularity, 'Lifework' is continuing to grow rapidly this year.

Both store expansion and sales growth are progressing smoothly, and it is expected to achieve 140 billion won in sales from 140 stores by the end of the year. In the first half of 2019, the company recorded sales of 16.5 billion won, more than doubled to 37 billion won in 2020, and surged to 85 billion won in 2021.

Hideaway plans to expand to 140 stores by the end of this year, aiming for 140 billion won in sales.

Especially, they are expanding large mega-stores. 'Lifework' continuously opens large mega-stores in each local commercial district, including Myeong-dong, Yeosu, Jeonju, Jinju, Daegu, Jeju, and most recently in Dongtan, with plans to continue expanding.

The mega-stores are not just about clothing but also reflect 'Lifework's philosophy in stylish spaces that harmonize lifestyle, cafes, and relaxation, enhancing the quality of life.

Currently, there are 125 stores, and they are continuously expanding channels not only through the official online store but also through Musinsa, department stores, outlets, etc.

Lifework	2021	2022 (Projected)
Annual Sales	85 billion won	140 billion won
Distribution Network	125 stores (as of September)	140 stores
Online	Own mall, Musinsa, W Concept, etc.	Own mall, Musinsa, W Concept, etc.
Strategy	Expand kids line, open mega-stores	Add denim line, open mega-stores

Reasons for Growth… Continuous Expansion of Lines such as Kids, Shoes

One of the reasons for the growth of 'Lifework' is the continuous expansion of its lines.

Along with kids and shoes, they have also formed a team for the denim line and have started operations. The kids line is being invested in heavily, with plans to launch it as a separate brand in the future.

The number of styles has already increased from about 70 last year to 100 styles this year.

The first shoe line, 'Spacerun', recently introduced a clog-style design using the trendy EVA material, infused with Lifework's unique color sense. Spacerun boasts comfortable wear with its three ergonomically designed styles: ride, mule, and slip-on. The design emphasizes Lifework's robust and bold trendiness. It is designed to provide perfect styling with Lifework's attire in any life or leisure situation, enabling a stylish presentation.

It also provides a cushioned walking experience like walking on jelly with its high midsole and lightweight EVA material. With its luxurious and casual design, it is available in various sizes and features Lifework's signature colors of black and sand as the main colors, receiving good responses both online and offline.

The expansion of the denim line next year is adding to the anticipation of 'Lifework' transforming into a major brand.

Seeking to leap beyond the casual market to a lifestyle brand, Lifework's unique content is a key growth driver. Currently, the mega-stores, which include fashion, cafes, and lifestyle items, have opened in Myeong-dong, Jeju, Jinju, and recently in Cheongpyeong, presenting a new blueprint.

With bold and original symbols and printing, it is growing into an iconic brand that satisfies every emotion, receiving love from a wide range of age groups.

Marketing Director Woo Ju-won said, "Following 'RAdog', we plan to continuously introduce our own developed characters. We aim to become a brand that is part of our customers' lives, not just fashion. With the recent expansion into the denim line, we are excited for what 'Lifework' will become next year as it transforms into a major brand."