Kotelo, Samsung C&T's womenswear brand, discontinued after four years

Kotelo was a womenswear brand launched by Samsung C&T Fashion Division in October 2021, targeting the mid-price segment of Korea's apparel market. The brand was positioned between Samsung C&T's premium luxury labels and its more accessible offerings, aiming to capture fashion-conscious women seeking quality at a moderate price point.

By summer 2025, Samsung C&T discontinued Kotelo as part of a broader restructuring of inefficient brands. The closure was attributed to the K-shaped polarization of Korea's consumer market, where mid-priced brands lost ground to both premium luxury and ultra-low-cost segments. Kotelo operated for approximately four years before being shut down.

The discontinuation reflected a structural shift in Korean retail: consumers increasingly either traded up to premium brands or traded down to value options, leaving mid-tier brands without a sustainable customer base. Samsung C&T chose to cut Kotelo quickly rather than invest further in a segment that showed no signs of recovery.