Spao, a SPA brand under South Korea’s E-Land World, has sold over 1 million pairs of its 39,900 won ($28) premium denim jeans in 2024, making waves in the fashion industry.

Despite a sluggish retail market amid high inflation and economic downturns, Spao’s high-quality yet affordable jeans have captured the attention of budget-conscious consumers, helping the brand achieve a record-breaking annual revenue of 600 billion won.

E-Land World announced Tuesday that Spao’s budget-friendly jeans exceeded 1 million units in cumulative sales last year.

The brand attributes its success to a field-driven product development approach, which enabled it to offer premium denim at an unprecedented price point.

Spao’s denim team, consisting of designers, production managers, and product planners, traveled over 20,000 kilometers across Turkey and Southeast Asia to establish an extensive denim supply chain.

Through direct negotiations with Isko, a renowned Turkish denim manufacturer known for its four-way stretch denim technology, Spao minimized intermediary costs and secured bulk contracts for exclusive materials, significantly reducing production expenses.

Isko, which supplies brands such as DIESEL and GUESS, is recognized for its premium denim innovations.

Spao optimized its production efficiency by guaranteeing year-round operations for its Southeast Asian factories, lowering labor costs while improving worker proficiency and productivity by over fivefold.

The brand also focused on tailoring its jeans to the Korean physique. It introduced various fit-friendly designs and specialized cuts for petite customers. These offerings gained traction, particularly among middle-aged women who previously had to alter their jeans.

Beyond fit, Spao has diversified its denim collection with an array of colors, styles, and season-specific lines.

To further strengthen its denim lineup, Spao recently launched the All About Denim collection, expanding its range to include denim skirts, jackets, and zip-ups for a wider audience.

In 2024, Spao recorded a 25 percent year-on-year revenue increase, reaching 600 billion won, with online sales jumping 40 percent to 170 billion won. The brand now ranks as Korea’s third-largest SPA brand by sales, following Uniqlo and Topten.

E-Land World plans to solidify Spao’s domestic market presence rather than focusing on overseas expansion.

The brand operated 132 stores as of January. It aims to increase its footprint to 200 locations by the end of this year.

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