[MyDaily = Reporter Cheon Ju-young] Underwear brand Dorosiwa is doubling down on its direct-to-consumer strategy by significantly expanding product lines exclusive to its official online store.
Dorosiwa developed an original character IP called Benibel during its brand-planning phase, and it's offering a limited series of Benibel-themed goods exclusively through its official online store. More than a mascot, Benibel channels the brand's identity and serves as a key asset for building a devoted fan community.
By running these store-only releases, Dorosiwa lowers its reliance on third-party platforms and leverages the scarcity of official-store exclusives to pull customers to its site.
The 2026 S/S lineup, set to debut later this month, will also include official-store-exclusive items. The brand says it will expand beyond underwear into apparel and other lifestyle categories.
Park Jin-ki, CEO of MMMD, said, "Our official online store is the primary channel for communicating the brand's world. We'll continue to expand unique product lines—like Benibel merchandise available only here—to maximize customer satisfaction and deepen engagement with our audience."
