CASETiFY expands retail footprint into South Korea

CASETiFY is expanding to South Korea in a bid to grow its retail operations and grow its omnichannel marketing presence. The latest expansion has cashless elements integrated into the story.

The expansion comes shortly after the brand collaborated with K-pop superstars BLACKPINK to created customisable accessories for both Samsung and iPhone users. The collection has limited-edition lifestyle products with special creations based on popular song hits

CASETiFY CEO and co-founder, Wes Ng said this is the first collabo for the brand with BLACKPINK and it “invites a worldwide audience to get creative and personal with products they hold close to their heart”.

This is not the brands first collaboration with a Korean band having worked with BTS in the past. Most recently, it released an accessory collection inspired by BTS’ summer anthem "Butter."

Last year, the brand also brought on board Kelx Hui as brand director of marketing and product innovation.

Hui started his latest position at Casetify in August, and preciously worked for VF Corporation as senior brand manager, urban exploration, The North Face Asia Pacific from August 2018 to June 2021. He also worked in the same company as regional brand manager for Timberland Asia Pacific.

Apart from working for brands, he also worked with the agency MSL Group from 2008 and 2013. In his last position at MSL Group, he was a consultant and specialised in consumer marketing and digital communications. He operated and managed accounts including New Balance Asia Pacific, New Balance Hong Kong, Manfrotto and Kraft Foods.

Last year, the brand also announced an innovative collection of sustainable, upcycled protection for iPhone 13, iPhone 13 Mini, iPhone 13 Pro and iPhone 13 Pro Max following Apple’s announcement last year. The new collection is made from a higher composition of recycled and plant-based materials keeping in line with consumers’ need and want for more sustainable products.