Silicon2 has officially launched the Korean underwear brand Gamtan Bra on its global online platform Stylekorean.com and begun supplying it worldwide. (Courtesy of Silicon2)

Silicon2, which grew by distributing K-beauty products, is expanding its product range to include underwear as it pushes into the “wellness” category on its global platform.

On the 20th, Silicon2 announced that it had officially launched the Korean underwear brand Gamtan Bra on its global online platform Stylekorean.com and begun supplying it worldwide.

During the launch promotion, the initial trial-group stock sold out in three days, and in the first week of release, about 60% of the initial inventory was sold, with more than 400 cumulative orders. Orders came in from more than 20 countries, including the U.S., Russia, Canada and Australia, with the U.S. accounting for more than 50% of total sales.

The products introduced are two types of the Posture Bra, a running-style and a strap-style, featuring an “X-Fit” 3D pattern and “Air Cool” mesh fabric. The flagship product, the Posture Bra Air Cool Running Type, accounted for more than half of total sales and led early sales.

Silicon2 sees this listing as an opportunity to expand its platform into wellness, a field closely linked to K-beauty. Starting with innerwear, the company plans to diversify its platform’s competitiveness by adding lifestyle categories such as health food and women’s products.

Silicon2 operates a distribution model in which it purchases brand products directly with cash and then handles overseas sales, logistics and marketing. Using this model, it intends to broaden its search for Korean brands to include fashion and health food.

Based on Gamtan Bra’s early sales performance, the company will expand its product lineup to match demand in each country and will also consider adding other Korean innerwear brands with global competitiveness.

Business-to-consumer (B2C) transaction data gathered on Stylekorean.com will be linked to its business-to-business (B2B) operations and used to build supply chains in each country.

“We are solving the customs clearance, logistics and marketing problems that small and mid-sized Korean indie brands face when going overseas through proactive infrastructure investment,” a Silicon2 official said.

“We will provide distribution solutions optimized for each market position, from large buyers to long-tail customers.”