With a new English-language website and its approach of making fashion recommendations, Korean women’s fashion speciality mall Theoro is growing into a global brand.

“Based on my experience of studying in America, I recommend products to customers considering the weather and fashion trend in each region, and it is resulting in a high satisfaction rate among customers,” says CEO Kang Hae-jung, 39. “Product inquiries and sales are increasing steadily in America, Canada, Hong Kong and other English-speaking countries in Southeast Asia.”

With continuous innovations, Theoro has grown from its launch in 2007 as a jewellery products site. Now it sells women’s clothing and such fashion items as accessories, bags, shoes and smartphone cases.

A particular success has been its Chila bags from a tribe in Colombia, and developed through an exclusive licensing agreement. “They were almost sold out within the first month we launched them, being a hit ever since,” says Kang,

“When we find an item that matches the concept of Theoro, we track it down persistently until we secure it.”

Theoro also started manufacturing its own products from last year, drawing inspiration from fashionistas’ social media and fashion magazines.

While the company’s style has become gradually known to the world through social media, Kang opened the English version of her mall in September, using the global eCommerce platform Cafe24. She now has plans to also launch Chinese and Japanese sites.

“We will concentrate further on tapping into the global market while preparing to grow into a global brand.”