Brannew-International, a company renowned for its innovative parenting products, has introduced the KEENZ “stroller wagon,” a game-changing product that blends the functionality of a traditional stroller with the versatility of a wagon. This unique design addresses the needs of modern parents, offering a practical, convenient, and safe solution for transporting children.
The KEENZ brand, launched by Brannew-International, prides itself on its in-house design, development, and manufacturing processes. Positioned as a competitor to well-established global stroller brands, KEENZ focuses on offering high-quality products at competitive prices.
The Birth of KEENZ: A Personal Vision
The inspiration behind KEENZ came from CEO Mi-jin Kim’s personal experience as a mother of two. During her search for a suitable stroller, she found traditional options cumbersome and unfit for her needs. She explored wagons, which provided more space and convenience but were originally designed for outdoor activities and cargo, not for transporting young children. Recognizing the need for a better alternative, Kim conducted thorough market research before founding Brannew-International in 2015. The result was the introduction of Korea’s first stroller wagon, inspired by American garden wagons but designed with child safety and convenience in mind.
“Wagons are excellent for carrying items, but they lack essential features like safety belts and suspension systems,” said Kim. “We combined the practical aspects of wagons with the child-friendly features of strollers to create a safer, more functional product for parents and children.”
Innovation Meets Affordability
KEENZ’s product lineup includes two main categories: KEENZ and LEBERE. The KEENZ line is based on an American-style box design, while LEBERE offers a European-style curved frame. In addition to stroller wagons, the brand produces a range of other baby products, all designed with the latest trends in mind.
One of the key factors that set KEENZ apart from competitors is its direct manufacturing model. Unlike many domestic and international brands that rely on third-party distributors, KEENZ works closely with its manufacturing facilities in China to develop unique designs tailored to its vision. This direct approach helps the company offer products at significantly lower prices than overseas brands—up to 50% cheaper.
“Many imported strollers are sold at high markups in Korea, often at prices far higher than in their home countries,” Kim explained. “By eliminating the middlemen and working directly with manufacturers, we can pass on the savings to our customers.”
KEENZ products comply with domestic and international safety standards, including KC certification for domestic sales and ASTM and JPMA certifications for export. The brand holds approximately 30 design patents and utility models, demonstrating its commitment to innovation.
Expanding Globally: KEENZ’s International Reach
Since its domestic launch, KEENZ has expanded its footprint internationally, particularly in North America and Southeast Asia. The company’s stroller wagon debuted in the US in 2017, and its products have since been featured at major global exhibitions such as CBME China, Kind + Jugend in Germany, and the ABC Kids Expo in Las Vegas. KEENZ is also planning to attend baby product expos in Hong Kong, Singapore, Thailand, and Europe in the coming year.
This international presence has been a key factor in KEENZ’s growth, with the company recording a 20% increase in sales over the past year and reaching export sales of 5 billion KRW. Looking ahead, KEENZ aims to expand further, with plans to enter the European market and surpass 10 billion KRW in export sales within two years.
“Our growth has been accelerated by the support of the SBA’s intellectual property program, which helped us analyze competitors’ patents and streamline our product development,” Kim said. “With the momentum we’ve built, we’re excited to continue creating innovative and safe products that make parenting easier.”
As KEENZ continues to grow, the company remains focused on its mission to offer parents safe, affordable, and innovative solutions that simplify child-rearing.
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