OTZ launches D2C store, mobile app via Cafe24 Enterprise

Three-tier membership links content, products and perks

An introductory image of the OTZ official direct-to-consumer shopping mall supported by Cafe24 [Cafe24]
An introductory image of the OTZ official direct-to-consumer shopping mall supported by Cafe24 [Cafe24]

Cafe24 said Thursday it helped Eland World build an official direct-to-consumer shopping mall and mobile app for the company's footwear brand OTZ through its enterprise e-commerce service, Cafe24 Enterprise.

The move gives OTZ a dedicated online channel where customers can experience the brand and its products firsthand. The platform is designed to go beyond product sales, bringing together brand stories and seasonal content in one space to deepen customer relationships.

The store places particular emphasis on content-driven product discovery rather than simple listings. Menus labeled "PROJECT," "LOOKBOOK" and "SPECIAL" showcase seasonal new arrivals, styling ideas, and brand and creator collaborations alongside the relevant products.

OTZ also operates a three-tier membership program to strengthen customer ties. The top-tier "LOVER" level offers discounts, free delivery, 24-hour early access to new and limited products, seasonal gifts, and invitations to offline events such as product review sessions. Cafe24 said the membership extends beyond purchase perks, giving top members priority access to brand experiences.

The official mobile app, launched alongside the store, will offer app-exclusive products and benefits and support personalized customer relationship management through push notifications. Visit and purchase data accumulated through the store and app will be analyzed to inform new product and promotion communications and encourage repeat purchases.

"While external sales channels are touchpoints for reaching more customers, our own store is a brand space for staying connected with customers who love OTZ," an OTZ official said. "We want to create an experience that keeps customers coming back as they continue to discover new styles and stories."

Lee Jae-seok, chief executive of Cafe24, said a brand's own store is "a space where it can offer customers a differentiated experience through its own content and benefits." He added that he expects more brands to follow OTZ's lead in building customer relationships by connecting multiple touchpoints — content, membership and apps — beyond product sales alone.


chami@heraldcorp.com