The encyclopedia · Strategy & Leadership · Strategic decision · 2025
SJYP, Hansae's young casual brand, discontinued after years of losses
Hansae, the fashion arm of Hyundai Department Store Group, shut down its women's young casual brand SJYP by end of 2025 as part of a brand restructuring.
SJYP · Hansae (한섬) · Hyundai Department Store Group · 2025-12
What happened
SJYP was a women's young casual fashion brand operated by Hansae, the fashion arm of the Hyundai Department Store Group. The brand targeted young female consumers with trendy, affordable casual wear positioned in the mid-tier segment of Korea's competitive fashion market.
By late 2025, Hansae decided to discontinue SJYP as part of a broader restructuring of underperforming brands. The decision was driven by a domestic economic downturn, accumulated inventory burdens, and the brand's inability to achieve sufficient scale or differentiation in the crowded young casual segment. The brand's operations ceased by the end of 2025.
The discontinuation was part of a wider industry trend in 2025, where Korean fashion conglomerates including Samsung C&T and LF also cut mid-tier brands that could not compete in a rapidly polarizing market. Hansae chose to focus on its core brands and improve overall portfolio efficiency rather than continue investing in SJYP's turnaround.
Why it happened
- SJYP failed to achieve sufficient scale or differentiation in the crowded young casual segment, where fast fashion and premium brands squeezed mid-tier players from both ends.
- Hansae's parent Hyundai Department Store Group prioritized core brands and portfolio efficiency during a domestic consumption slowdown, cutting underperforming labels rather than funding turnarounds.
- Accumulated inventory burdens and declining department store foot traffic made the brand's economics unsustainable without significant additional investment.
The lesson
A mid-tier brand without a clear identity or scale advantage is the first to go when the parent conglomerate tightens its portfolio during a downturn.
Aftermath
SJYP's operations ceased by end of 2025. Hansae continued focusing on its core brands within the Hyundai Department Store Group portfolio. The discontinuation was part of a wave of brand closures by Korean fashion conglomerates in 2025, including Samsung C&T's Kotelo and LF's JOVOY offline stores, as the industry adjusted to a K-shaped consumption pattern that left mid-tier brands without a sustainable market position.
Sources
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