Shinsung Tongsang's Topten10 holds prices steady despite rising production costs

Shinsung Tongsang's SPA brand Topten10 said Friday it is avoiding across-the-board price increases despite mounting pressure from rising manufacturing costs, including raw materials, labor and logistics.

Rather than passing higher costs on to consumers, Topten10 is absorbing the burden through more efficient production and sourcing. The brand has upgraded its ordering and production systems by leveraging its global sourcing network and long-term production partnerships, while expanding direct oversight across its manufacturing operations.

Savings generated through those efforts will be reinvested to strengthen product and store competitiveness, the company said. Prices will be managed flexibly by product category and market conditions, with the goal of maintaining value that customers can feel. The brand is also expanding its functional materials lineup — including "Cool Air," "On Air" and "Air Tech." Air Tech uses a new type of padding co-developed with Germany's Freudenberg, and production volume is set to grow 58 percent this year compared with last year.

Store investment is also on the agenda. In the second half of this year alone, Topten10 plans to renovate 27 stores, with nine of those receiving entirely new fixtures. The brand will also expand its combined adult-and-kids store format and strengthen its children's product lineup, including the baby line it introduced in 2022.

Topten10 is also investing in brand awareness. This year it named actor Jun Ji-hyun as brand ambassador to promote its "Good Wear" philosophy — the idea of clothing good enough to wear every day. The strategy is to raise the overall value of its products and brand experience to solidify its market position.

"We are focused on maintaining reasonable price competitiveness while consistently enhancing the essential value of our products and brand," a Topten10 official said. "We will keep raising the value of the products and shopping experience that customers feel in their daily lives."