文具佬生活百貨 Stationery Lo
| 2021-2023 |
Rebranded two standalone labels into one lifestyle brand and
scaled it across social, e-commerce and live-commerce which drove rapid online growth and retail expansion.
I led the consolidation and relaunch, from brand architecture and product expansion
to online store revamp and always-on demand engine.
YN에서 브랜드 그로스 전반을 직접 수행하며 2개 브랜드 통합 및 라이프스타일 리브랜딩을 주도했습니다.
상품 카테고리 확장, 자사몰 리뉴얼, 소셜 콘텐츠, 메타 광고, 라이브커머스까지
전 과정에 참여해 온라인 매출 성장과 오프라인 매장 확대에 기여했습니다.
Context & Challenge
- Background -
When I joined YN, the company operated two small standalone labels across stationery and kids’ supplies.
Each brand had separate pages, fragmented traffic and limited category relevance that make it difficult to scale beyond niche demand.
입사 당시 회사는 문구 및 영유아 용품 중심의 소규모 브랜드 2개를 분산 운영하고 있었고 브랜드 정체성과 고객 풀이 분산되어 성장 한계가 있었습니다.
- Challenge -
The post-pandemic shift created rising demand for everyday essentials and lifestyle goods. However, the existing brand structure couldn’t capture the opportunity due to:
Brand
Unclear identity ➕ Low recall
분산된 브랜드 구조 ➕ 낮은 브랜드 인지도
Audience
Split & overlapping ➕ Low loyalty
제한된 고객층
Product Mix
Narrow scope ➡️ Low buying frequency
제한된 카테고리 ➡️ 구매 빈도 낮음
E-commerce
Basic listings ➕ Low brand experience
온라인 구매 경험 불만족
Marketing
Duplicated effort ➕ Split budgets
마케팅 비효율
Conversion
Limited basket size & frequency
제한된 구매 가치 & 빈도
The business needed a unified, scalable lifestyle brand direction to unlock sustained growth.
Diagnosis → Strategy
- Diagnosis -
Consumer behavior was shifting from single-category shopping to multi-occasion baskets — especially post-pandemic, where customers sought convenience and lifestyle fulfillment in one place.
However, operating two fragmented niche labels limited brand equity, marketing efficiency, and purchase frequency.
To grow, we needed a unified lifestyle positioning and a scalable multi-channel funnel.
소비자의 구매가 단일 카테고리에서 다중 니즈 장바구니로 이동함에 따라 브랜드에도 라이프스타일 제안과 옴니채널 전략이 요구되었습니다.
- Strategy -
Brand intergartion
Demand engine
Assortment expansion
Shifted from stationery, kids to wider lifestyle needs — introducing food, skin care, personal cares goods , and even JP/KR household goods — to lift basket size & repeat purchase.
카테고리 확장:
문구/키즈 → 식품/생활용품
Merged two standalone labels into one lifestyle brand — creating a single identity, tone, and customer ecosystem under Stationery Lo.
브랜드 통합:
Stationery Lo 단일 브랜딩 구축
Shopping Experience
Brand foundation + assortment + conversion + demand = scalable growth loop
Built full-funnel growth model: consistent social content, Meta ads, and live commerce.
성장 엔진:
SNS 운영 + Meta 광고 +
라이브커머스
Improve customer shopping experience by unified online and offline product scope and upgraded online store from simple listings to a conversion-focused shopping experience.
쇼핑 경험 개선:
온/오프라인 상품 구성 통합 + 자사몰 구매 여정 강화
Execution
- Brand Integration & Assortment Shift -
Unified naming, tone, and product architecture to transition from two niche labels into a single lifestyle brand.
브랜드 정체성(네이밍/톤/SKU)을 통합하고 문구,키즈용품에서 라이프스타일로 확장해 구매 빈도 기반을 강화했습니다.
Repositioned messaging from “stationery / kids” to “everyday life essentials”, paving the way to introduce JP/KR lifestyle goods and increase purchase frequency.
- Omnichannel Shopping Experience -
Streamlined product scope across online and offline channels to deliver a unified shopping journey.
Redesigned the online store from simple catalog listing pages into a conversion-focused experience — improving navigation, category structure and product presentation to support higher purchase intent.
온라인 및 오프라인 상품 구성을 일원화하고 자사몰을 전환 중심 UX로 개편했습니다.
Experienced rapid user growth within 3 months after the relaunch in January 2022. Around 17,800 new members acquired during 2022.02 ~ 2022. 04, of those more than 50% converted into purchasing customers.
2022년 1월 리런칭 이후 3개월간 빠른 사용자 성장을 경험했습니다. 2022년 2월부터 4월까지 약 17,800명의 신규 회원을 확보했으며 이 중 50% 이상이
실제 구매 고객으로 전환되었습니다.
Source: Shopline, Feb–Apr 2022
- Social Media Management (Content + Meta Ads) -
Built monthly content calendars and performance-focused narratives across Facebook & IG.
Ran Meta campaigns (engagement + traffic + retargeting catalog ads), while adopting creator-style product demos to improve PDP conversion funnel.
Facebook과 Instagram에서 월간 콘텐츠 캘린더를 구축하고 퍼포먼스 중심의 콘텐츠를 설계했습니다. 또한 Meta 광고를 운영하며 크리에이터 스타일의 제품 데모 콘텐츠를 도입해 PDP 전환 퍼널을 개선했습니다.
Click to see more social content of Stationery Lo.
Performance Highlights
The rebrand and omnichannel transformation accelerated both customer acquisition and commercial performance.
리브랜딩과 옴니채널 개선으로 고객 유입과 매출이 가속화되었습니다.
Brand & Demand Expansion
Customer Growth
17.8K new members in 4 months
Over 50% of those become purchasing customers
Commerce Impact
~52K orders and $15.7M GMV in first year post-launch
Omnichannel Scale
Shifted brand from stationery niche → lifestyle demand engine
Increased purchase depth & diversified basket categories
Enabled retail expansion 5 → 12 stores
Built repeatable campaign + content + live-commerce loop
Built a scalable growth model ready for cross-market expansion.