This week we celebrated the opening of a special Forivor pop-up in Korea, marking the beginning of a big step in our international story.
Returning to the Playtime tradeshow in Paris in 2025 we met a lovely family from Korea who seemed to be intrigued by Forivor, visiting our stand several times throughout the duration of the show. I remember the mother of the family in particular looking so excited as she took photos and asked her daughter to translate her questions about the illustrations and ideas behind the collections.
That year they became our first stockist in Korea and this year became our official distributor in the region. An exciting step for us and particularly wonderful as they are such lovely people we really enjoy working with. Starting partnerships with distributors feels like a big step for a business to take as you have to trust that they understand whats important about your values, having both your and their interests at heart. We talk about the universal language of business but what we have learnt is that how your products are understood, appreciated and purchased around the world is anything but uniform and there will be cultural nuances (not to mention a language barrier) more often than not.
Founded in 2004, Magic Edition is a family-run children’s fashion company and multi-brand boutique based in South Korea. For over 20 years, they have been discovering and introducing unique children’s brands from around the world to Korean families. When I asked them to describe Magic Edition they said 'From our very beginning as a small family business, our goal has been to find brands with a distinct identity, thoughtful design, and a story to tell.'
This week they opened the doors to a special Forivor pop-up store, where many guests were introduced for the first time to our bedding, muslins and clothing. It was lovely to see the care that had been given to the space, from the painted blue walls to characters from our worlds decorating the shop to bring Forivor to life.
We are so excited at being introduced to a whole new audience and we now have the perfect excuse to visit Korea and can't wait!
