디자이너 여성복 브랜드 더바넷(The Barnnet, 대표 정해신)이 지난 3월 잠실 롯데월드몰에서 진행한 국내 첫 팝업스토어에서 2주간 6억원의 매출을 기록해 신예 스타 브랜드로 떠오르고 있다.
팝업 기간 동안 더바넷은 롯데월드몰 내 단일 패션 브랜드 기준 매출 1위, 일평균 판매 실적 1위를 달성해 강력한 브랜드 경쟁력을 증명해보였다.
지난 2021년 론칭한 더바넷은 ‘변하지 않는 가치’에 주목하는 것을 콘셉트로 ‘클래식’을 현대적으로 재해석한 디자인이 특징이다. 브랜드의 스타일 키워드는 ‘클래식’, ‘러블리’, ‘캐주얼’로, 타임리스한 감성을 중시하는 25~35세 여성 고객을 주요 타깃으로 빠르게 성장하고 있다.
컬렉션은 크게 ‘클래식 라인’과 ‘캐주얼 라인’으로 나뉘어져 있다. 클래식 라인은 차분한 실루엣과 고급스러운 소재, 섬세한 디테일을 통해 브랜드만의 정체성을 보여준다. 캐주얼 라인은 자연스러운 실루엣과 소재를 활용한 일상복으로 편안함과 더바넷의 감각적인 스타일을 제시한다.
시그니처 아이템 중에는 지난 2022년 홀리데이에 출시한 ‘리틀 블랙 벨벳 백팩(Little Black Velvet Backpack)’이 있다. 이 제품은 누적 판매량 1만 개를 돌파해 더바넷에서 단일 품목 기준으로 가장 높은 판매량을 기록했다. 높은 인기에 힘입어 현재는 품절 상태이지만, 물량을 확보해 다가오는 FW 시즌부터 판매를 다시 이어갈 예정이다.
현재 더바넷은 서울 이태원과 성수동에 플래그십 스토어를 운영 중이다. 이태원 플래그십 스토어는 시즌 콘셉트에 따라 연 4회 큰 폭의 리뉴얼을 진행해 시즌마다 새로운 매장 모습을 보여주고 있다. 이와 같은 노력은 고객에게 신선함을 제공하는 등 큰 효과를 발휘하고 있다.
서울 성수동 연무장길에 위치한 두 번째 플래그십 스토어 ‘더바넷 코너숍’은 7.5~8평의 아담한 크기이지만, 메인 상권 입지와 효율적인 제품 구성으로 높은 고객 회전율을 보이고 있다. 특히 ‘성수 코너숍 익스클루시브 라인’을 별도로 구성해 이태원점과 차별화했다.
최근 이 매장은 리뉴얼을 통해 공간을 확장한 이후 고객의 매장 체류시간이 늘어나면서 비교적 작은 크기의 매장임에도 불구하고 지속적으로 매출이 성장하고 있다. 이 외에 더바넷은 국내 자사몰, 무신사, 29CM 등의 온라인 유통에서도 강세를 보이고 있다.
더바넷은 다수의 일본 팝업스토어를 진행해 일본 고객들에게도 인기 상승세에 있다. 우선 첫 해외 팝업은 지난 2023년 4월 일본 신주쿠 이세탄 백화점에서 진행해 일주일간 2억원의 매출을 달성했다. 팝업 당시 준비된 물량이 조기 소진돼 한국 본사에서 긴급히 추가 물량을 공수할 정도로 현지 반응은 뜨거웠다.
지난해에는 일본에서 두 차례 팝업을 진행했고 그중 크리스마스 시즌 때 신주쿠 이세탄백화점에서 진행한 팝업이 큰 성과를 보였다. 해당 팝업스토어는 백화점의 메인 조닝에서 운영해 일본 고객들에게 좋은 반응을 얻었고, 일주일만에 매출 3억원을 달성하며 성황리에 마무리됐다.
일본에서 팝업스토어를 진행한 것 이외에도 더바넷은 현재 일본에서 플랫폼 ‘STO’, ‘우사기 온라인(usagi-online)’, ‘누구(NUGU)’ 등을 통해 판매하고 있다. 또한 중국에서는 ‘샤오홍슈’와 ‘타오바오’를 통해 판매되고 있다.
정해신 대표는 “저희 브랜드는 2021년 설립한 이후로 꾸준한 성장을 보이고 있습니다. 지난해에는 연 매출 150억원 이상을 달성했는데, 올해는 연 매출 목표로 220억원을 예상하고 있습니다. 앞으로 외형 확장을 위해 매장을 추가로 오픈할 계획입니다. 우선 국내는 서울 한남동에 플래그십 스토어 오픈과 롯데백화점 명동점에 입점을 추진하고 있습니다. 일본에서는 팝업과 플래그십 스토어를 오픈해 지속적으로 일본 고객들과 만남을 이어갈 예정입니다”라고 강조했다.
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