E-Land World's New Balance Kids drives performance with strong sales of 'Newbie First' infant walking shoes

The sales of the 'Newbie First' infant walking shoe product line from New Balance Kids, operated by E-Land World, have increased by approximately 150% compared to the same period last year. E-Land World announced on the 2nd that, based on the aggregation from January 1 to September 30 of this year, the sales of the product line have grown significantly compared to the same period last year.

Functional design considering developmental stages and product differentiation

Newbie First is a product designed to be worn by infants between 9 and 18 months of age. It is characterized by being manufactured so that babies during this period can maintain walking balance and protect their soles and insteps. The product features a structure that supports the natural movement of the feet, considering the bone and muscle development of the baby. Specifically, it secured extra space in the front of the shoe to minimize toe pressure and applied a wide rubber outsole to increase support during walking. In particular, it was found that the Teddy Beige color, which was released exclusively in the domestic market, led consumer demand.

Increase in demand for functional baby products and enhancement of brand value

The product has had its quality recognized by obtaining certification from the APMA regarding foot health promotion and functionality. E-Land World analyzed that one of the main reasons for this performance increase was the growing demand for baby products that emphasize functionality, coinciding with changes in birth rate trends.

An official from E-Land New Balance Kids explained, "Newbie First is a representative product of New Balance Kids that carries the message of being with the precious moment of a child's first steps," and added, "Newbie First is significant in that it goes beyond a simple product to be the product through which customers first interact with the brand."