Luxury
Lifestyle Brands
We strive to discover and nurture new premium brands and products for mothers and
babies/children. We truly believe that brands build their value as they evolve from unknown
to well known. We are committed to introducing innovative and fantastic new brands that
commit to excellence both in quality and value rather than attempting to launch already
well-established brands.
The concept of growing together underpins our entire business foundation.
The motto of our company is to develop and grow new quality brands or relatively unknown
brands that carry a commitment to our customers and possess tremendous potential to go
global. Through this experience, we pride ourselves on providing mothers and
babies/children with a safe, secure, homely and happy environment.
About Us
With the launch of Noodle and Boo in 2007,
we have successfully introduced relatively unknown brands such as SwaddleDesigns, Ergobaby, and Yamatoya which eventually evolved to be well-known and the most talked about baby brands, winning first place consecutively in the baby blanket, carrier, and furniture category in Korea. Ever since the company was founded, we have made continuous marketing efforts to increase brand awareness and customer loyalty.
History
2006
Efolium was founded by JB Lee
2007
Launch of Noodle & Boo
2007
Launch of SwaddleDesigns
2008
Launch of Ergobaby
2010
Launch of Yamatoya
2010
Launch of Italtrike
2011
Launch of Kissy Kissy
2011
Launch of Pink Lining
2011
Launch of Babyhome
2011
Launch of Kathe Kruse
2012
Launch of Bontoy
2013
Launch of Baby Muffin
2014
Launch of Pot de miel
2014
Launch of Wheelybug
2014
Launch of Blanc101
2015
Launch of Mutsy
Company Profile
  • Company Name : EFOLIUM Co., Ltd.
  • Founder & CEO : JB LEE. a Wharton MBA alumnus
  • Number of Employees : 94
  • Company Address : 3-4F 151
  • Seochojungang-ro, Seocho-Gu, Seoul 06596.
  • South Korea
  • Distribution Center : 7F Korea Integrated Freight Terminal Co., I-dong 451 Bugok-dong, Gunpo, Gyeonggi-do 435-736, South Korea
Information
Representing
BRANDS
Noodle & Boo
Noodle & Boo® is the premier leader in luxury maternity and baby skin care. Noodle & Boo offers a comprehensive line of bath care, hair care and skin care products that nourish and protect sensitive skin. Products are made in the USA with the finest ingredients, and are safe and gentle enough to be used on newborns and during pregnancy.
SwaddleDesigns
Founded in 2002, SwaddleDesigns is a trusted brand that new and experienced parents love for the quality, style, affordability, longevity, and educational value. SwaddleDesigns offers a wonderful assortment of swaddling blankets, baby gifts and everyday essentials. It is recommended by doctors, nurses, doulas, parent educators, and has a loyal, enthusiastic following of moms and celebrities. SwaddleDesigns blankets are a real treat for baby care.
Ergobaby
Founded in 2003, Ergobaby and its award-winning carriers were born out of the desire for mobility and comfort for both parent and baby, allowing parents to carry their baby from birth to toddler. Ergobaby now offers a broad range of innovative baby carriers and related products to help meet the needs of today’s parents and enable an active parenting lifestyle.
Yamatoya
With around 90 years of experience and craftsmanship, Japanese furniture maker Yamatoya specializes in products for babies and kids. In just a few years since its first launch in Korea, their high chairs and kids’ items have gained immense popularity among Korean parents. With families’ health in mind, Yamatoya chooses only environment-friendly and well-tolerated materials, and their high chairs have been awarded with the Korean “Best Brand For Kids Index” (BBKI) award.
Italtrike
Since 1983, this Italian company produces tricycles and other ride-on toys under the slogan “Kids on Wheels”.With its main tricycle production based in Italy, Italtrike products are exported world-wide and children enjoy the simple yet fun design. Italtrike keeps on creating new innovative products by collaborating with well-known French design studio “Pineau & Le Porcher”.
PinkLining
Founded in London in 2001 by Charlotte and Rufus Pearl, Pink Lining specialized in baby and kid Pink Lining was selected to be stocked in prestigious John Lewis stores nationwide and then Harrods, and internationally. The brand has since evolved into an entire family lifestyle brand.
KissyKissy
Tatiana and Company began in 1995 as a small baby boutique in Chatham, N.J. At the time, few layette lines offered entire collections in soft cotton. As a result, Tatiana and Company launched an American layette brand showcasing Peruvian Pima cotton, the world’s finest and softest fabric for babies, and the Kissy Kissy label was born. The Kissy Kissy line is carried in the finest department stores and specialty boutiques around the world.
BabyHome
Babyhome has been creating quality baby products since 2005. Their products include bassinets,baby furniture, strollers and bed side rails. Founded in Spain, their line is currently sold in over 40 countries worldwide and they participate in 12 international trade shows/fairs. Emotion stroller has been selected as Best Everyday Stroller in the 2013 She Knows Parenting Awards.
Kathe Kruse
Born in Germany, all Kathe Kruse dolls and toys are made according to the children’s needs. Käthe Kruse does not mass-produce but makes them individually. To guarantee the safety of our products, Käthe Kruse produces them in our own production sites. There, we closely observe that all valid standards and regulations concerning toy safety, quality, environmental regulations and social standards are attended to.
Distribution CHANNELS
We have an extensive nationwide distribution network throughout Korea, having more than 300 brick and mortar locations including 5 of our own shops. We take brand positioning and channel expansion strategy into consideration to select the best and most effective distribution channels for each brand. Each distribution channel relates to our brand strategies and management.
  • Department
    Stores
    65 locations
    Galleria Department store
    Shinsegae Department store
    Lotte Department store
    AK Department store
    Hyndai Department store
    (BB HOUSE)
  • Baby&Kids
    Chain Stores
    250 locations
    Toys R Us / Babys R Us
    Baby Park
    NEXT MOM
    TWINKIDS 365
    Mom'smom
    Toy&mom
    Agabang Gallery
    Hantoy
    Enterbaby
    Cesby
    Mothercare
  • Baby Boutique
    and Road Shops
    100 locations
    MadreBeBe
    ChaTheshop
    RoyBeBe
    EdenBeBe
    Barbiz
    Agisarang
    BabyPlus
    AFRANC
    Sobinsbaby
    Gunica
  • Dibambi
    Stores
    9 locations
    Dibambi@Hyundai Dept. D-Cube
    Dibambi@Shinsegae Dept.Time Square
    Dibambi@AK PLAZA
    Dibambi@Debec PLAZA
    Dibambi@COEX
    Dibambi@Walkerhill Hotel
    Dibambi@lucheon Airport
    Dibambi@Hyundai Dept. Pangyo
    Dibambi@Mario outlet
  • Duty Free
    Stores
    8 accounts
    7 locations
    Shilla duty-free
    Lotte duty-free(Seoul/Busan)
    Donghwa duty-free
    Shinsegae duty-free
    Encore duty-free
    JTO duty-free
    The Grand duty-free
  • Online
    Shopping Malls
    10 Accounts
    Lotte.com...
    Shinsegae Mall
    Hmall
    11st
    Lotteimall
    Home&Shopping
    AK mall
    GS SHOP
    CJ MALL
Co-Marketing
Partners
We have successfully formed partnerships with global companies and locally influential companies to promote our brands and company.
We hope to expand our partnerships in the future.
Mercedes Benz
2010.09-present
Dibambi VIP membership benefits are available for Mercedes Benz Club members.
W Seoul Walkerhill
2010.09-present
Baby Me Package includes one night at the W hotel and complimentary products from SwaddleDesigns.
HanaTour
2014.06-present
To HanaTour Flying Bebe customers with babies/children, Ergobaby carriers, BabyHome sweetkit free trial coupons and Noodle & Boo trial kits have been given out.
Daemyung Sono Felice Resort & Hotel
2013.12-present
Special themed guest rooms including luxurious Dibambi room for babies/children
Haevichi Hotel & Resort Jeju
2012.07-present
BabyHome Emotion stroller rental promotion and guests receive Noodle & Boo sunscreen products as promotional gifts.
Lotte Hotel Busan
2015.03-present
Dibambi Package offers Ergobaby carriers, Noddle & Boo, Baby Home Emotion etc. and guests receive Noodle & Boo Essential care kit as gifts.
Westin Chosun Busan
2011.07-2012.07
An exclusive holiday promotion for Westin Chosun customers offering Westin Kids Club themed rooms decorated with Efolium products such as Italtrike and Kimochis.
Citi Bank
2011.01-2012.01
Customers who open up a new savings/checking account with Citibank will receive Dibambi gold membership benefits.
Ritz Carlton Seoul
2007.11-2008.11
Ritz Kids Package promotion featuring Dibambi products.
Grand Hyatt Seoul Hotel
2014.11-present
Babyhome Emotion stollers and Sweetkit baby high chairs are available for rental in guest rooms for hotel guests.Yamatoya baby high chairs are also available for rental at hotel restaurants.
Sheraton Grande Walkerhill
2014.10-present
Babyhome Sweetkit baby high chairs, Dream baby cots and Bontoy ride-on toys are offered for guests at Sheraton's "Camping in the City". Babyhome Emotion strollers are also available for rental for hotel guests.
Grand Ambassador Seoul
2015.02-present
Guests who purchase Grand Ambassador Hotel Babymoon Package will receive Swaddle Designs Duo Sets.
Park Hyatt Seoul
2015.03-present
Guests who buy ‘First birthday party package will receive SwaddleDesigns Blankets and Baby bibs as promotional gifts.
Lotte Hotel Seoul, World, Jeju, Busan, Daejeon, Ulsan
2012.05-present
Babyhome Emotion strollers, Dream baby cots and Side bed guards are available for rental to hotel guest with Dibambi packages.Babyhome Sweetkit baby high chairs are available for rental at hotel restaurants.
Podo Hotel Jeju
2015.04-present
Maternity package provides Ergobaby Swaddler and Noodle & Boo Elasticity Oil from the mama line to pre-moms.
Ananti Penthouse Seoul
2016.07.31-2016.08.14
Pink Lining, an English lifestyle brand, in partnership with the Ananti Penthouse will offer coloring, clay art classes at the kids academy
CSR
Social responsibility is a part of our company ethics. Through various CSR activities, we cooperate with different organizations to make positive changes in our world.
Beautiful Store
2014.04
Beautiful Store is a Korean non-profit organization in order to contribute to environmentally friendly changes in our society and support marginalized people. The profits from the charity event of Swaddle Designs were donated to Beautiful Store to the Hope Sharing Program.
Forest For Life
2014.08-2014.10
Forest for Life is an NGO association of people dedicated to preserving forests, so that the present and future generations can live in a clean and healthy environment. Ergobaby and Yamatoya donated a portion of profits for every consumer buying and Ergobaby Earth carrier and Yamatoya product to plant trees to the next generation kids.
The Whaleman Foundation
2015.01-Long-term
The Whaleman Foundation is a non-profit organization based in Hawaii dedicated to preserving and protecting our ocean world. A portion of the profit gained from the sales of Bontoy Friendimal in Korea is donated to The Whaleman Foundation to support the protection of whales.
SOS Children's Villages Korea
2014.12
Every child deserves to be happy; BLANC101 CSR project planned to teach share, donation, and a good consumer to the next generation. The first project, Merry Christmas and Happy Together in last December with SOS Children's Villages Korea. The project was designed for disadvantaged children who barley prepare winter jackets with low clothing expense. When one customer bought one BLANC101 Lounge wear Christmas edition, one same lounge wear was donated to a child in SOS Children's Villages. Moreover, creative illustrators had made talents donations to the Christmas cards, and all profits was donated as clothing expense. BLANC101 CSR project will be continued in various way to fulfill our social responsibility.

Seoul National University of Children's Hospital
2015.04-2015.06
Seoul National University of Children's Hospital is the 1st and the most reliable medical and health care institution for children in Korea. A portion of the profit from the sales of Ergobaby Organic Baby Carrier was donated to the Seoul National University of Children's Hospital in order to help children with rare disease.

Korean Animal Welfare Association(KAWA)
2016.02-Long-term
The Korean Animal Welfare Association is a Seoul located non-profit group dedicated to reduce suffering and create social changes for all animals in Korea. A portion of the profit gained from the sales of Bontoy Traveller in Korea is donated to KAWA to support their efforts in promoting animals rights.
Recruit & Careers
Here at Efolium we are always on the lookout for passionate and talented people who have a fresh and innovative spirit. The roles of our team of professionals stretch from creative design, sales, social media, marketing, customer service as well as sourcing and administration and finance. If you think Efolium is the right place for you, we would love to hear from you. Please send your CV and cover letter to global_business@efolium.com / marketing_korea@efolium.com / job@efolium.com
Contact Us
If you would like to find out more about
our work and what we do please feel free
to call or email for further details.
By Telephone
Please call us at 82 2 514 2969 between
9:00 a.m.-6:00 p.m. Monday-Friday.
By Fax
Please send your fax to 82 2 581 2970.
By Email
Please send your emails and enquiries
For international business inquiries, please contact us at: global_business@efolium.com
For marketing inquiries (Korea only), please contact us at: marketing_korea@efolium.com
For job inquiries, please send your application documents to: job@efolium.com
Please note that we do not process emails outside our
business hours and on holidays.
Head Office
Address: 3-4F 151, Seochojungang-ro,
Seocho-Gu, Seoul 06596 South Korea