Want to grow your SME internationally? Take a leaf out of this Korean brand’s playbook – it tripled its overseas sales in just one year, all thanks to some smart logistics moves. Because while great design might grab attention, it’s what happens after checkout that really drives global growth. Read on to find out how they did it – and how your business can too.
Designed in Korea. Loved worldwide.
Founded in South Korea in 2012, Samo Ondoh takes its name from the phrase “We are the same temperature” – a poetic reflection of the creative harmony between founders Hyun Jin Sa and Sueyon Kang.
That balance translates into every design: practical bags with a pop of personality – think multiple pockets, adjustable straps, and fun, bold prints. Not forgetting the now-signature mascot bag charms, which have earned a loyal following among fashion lovers.
Blending quality craftmanship with affordability, the brand had already gained traction amongst Koreas’ “Generation MZ,” – a Korean term used to encompass millennials and Gen Z. But it wasn’t until the bags started appearing on the arms of K-pop idols that things really took off internationally.
Going viral with a little help from the K-pop effect
In the world of fashion, few things spark global interest like a celebrity endorsement – and Samo Ondoh’s bags caught the eyes of some of Korea’s biggest stars. When idols like Gaeul from IVE and SoYeon from (G)I-DLE were spotted with their designs, fans around the world took notice.
That surge in demand lit the spark: Could Samo Ondoh go global? The answer was yes – but not without the right logistics strategy. As co-founder Sueyon Kang explained, “To truly connect [with an international audience], logistics had to be part of the story.” And that’s where DHL’s trusted expertise proved invaluable.
Overcoming challenges
“At first, we were overwhelmed – there was so much we couldn’t handle alone,” explains Sueyon. It’s a feeling that will sound familiar to many SMEs eyeing cross-border growth. The excitement of international demand often comes with a long list of unknowns: complex shipping logistics, customs paperwork, unexpected duties, and the ever-tricky challenge of managing returns across borders.
Then there are unpredictable market conditions to navigate, all while trying to maintain the thoughtful, hands-on customer experience that defines a craftsmanship-led brand like Samo Ondoh. Because when you're known for quality and care, the delivery experience has to reflect that – no matter where in the world your customer is.
To meet these expectations, there was only one choice for logistics partner – DHL Express.
Samo Ondoh x DHL Express: Where fashion meets fulfillment
From catwalk to carts worldwide
The impact of going global with DHL Express was immediate – and impressive. Within just one year of launching cross-border shipping, Samo Ondoh saw its international sales triple, with steady demand coming in from markets as diverse as the United States, Europe, and Southeast Asia.
So successful was the collaboration that it sparked something unexpected: a creative crossover. Inspired by its partnership with DHL, Samo Ondoh unveiled a limited-edition DHL-inspired accessories collection, featuring the logistics leader’s iconic yellow colorway. The bold branding paired seamlessly with Samo Ondoh’s playful, design-forward aesthetic – turning a practical partnership into a fashion statement.
More than just a marketing moment, the collaboration symbolized how logistics can be a meaningful part of a brand story. With DHL’s support, Samo Ondoh didn’t just ship more bags – they delivered a consistent, branded customer experience to fans around the world, without compromising on the values that made them popular in the first place.
“Safe and fast delivery became [part] of our brand identity.”
- Sueyon Kang, co-founder
DHL Express’ tips on how to take your SME global
Whether you’re just starting to think about international shipping or you’re ready to scale up, here are five best practices to help your SME go global with confidence.
1. Focus on your best sellers when entering new markets
Before expanding your full range overseas, start with what’s already working. Identify your top-performing products and test the waters in select international markets. This lets you scale strategically – trialling and optimizing before committing your full resources.
2. Use local insights to connect with buyers
What works at home may not resonate abroad. From payment preferences to delivery expectations, every market is different. Use DHL’s country guides to tailor your approach to local preferences and create a more personalized customer experience.
3. Offer express delivery
Offering fast shipping isn’t just a premium option – it’s often expected, especially by cross-border shoppers. DHL Express helps you meet these expectations with time-definite international deliveries that build trust and boost conversion rates.
4. Be transparent about shipping costs at checkout
Unexpected fees are one of the top reasons for online cart abandonment. Make sure your customers know exactly what they’re paying upfront – including any duties or taxes.
5. Partner with DHL to avoid delays at borders
Navigating customs clearance and restrictions can be one of the most challenging aspects of international growth – but it doesn’t have to be. Working with an experienced logistics partner – like DHL Express – can simplify the process. Your SME will benefit from support to help minimize delays at borders and ensure your customers get their orders on time, wherever they are in the world.
For fast international shipping, open a DHL Express Business Account.
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