IMVELY
Bugun F&C · South Korea
IMVELY is a South Korean online fashion and beauty shopping mall launched in 2013 and operated by Bugun F&C. It began with womenswear and later expanded into cosmetics and lifestyle products.
| Launched | 2013 |
|---|---|
| Operator | Bugun F&C |
| Sister brand | Bly Bly (cosmetics) |
| Model | Online shopping mall |
| Website | imvely.com |
What is IMVELY?
IMVELY is a Korean online shopping mall for fashion and beauty, launched in 2013 with Lim Ji-hyun as its model and public face. It is operated by Bugun F&C, whose chief executive is Park Jun-sung.
Products and positioning
The business started with apparel and grew into a broader lifestyle offer. Its range has included:
- Womenswear sold through the IMVELY online shop
- Cosmetics under the sister brand Bly Bly
- Household items and health food products
Bugun F&C also runs other apparel labels, including Meotnam and Tamnana.
Distribution
Beyond its own online store, IMVELY products have been sold through the online stores of major Korean department stores, Olive Young Online, Lotte.com and the GS Shop home shopping channel.
Why it matters
IMVELY is one of the best known examples of the Korean influencer-led online shopping mall model, in which a personality driven fashion store extends into beauty and lifestyle categories using the same audience and digital channels.
Frequently asked questions
What is IMVELY?
IMVELY is a South Korean online fashion and beauty shopping mall launched in 2013 and operated by Bugun F&C.
What does IMVELY sell?
IMVELY started with womenswear and expanded into cosmetics under the Bly Bly brand, as well as household and lifestyle products.