"Poled, a national parenting brand for every moment of childcare"

[Edaily Reporter Kwon Oh Seok] Independent research firm ValueFinder published a company report on ‘Poled’ on the 26th, saying, ‘Built on a portfolio of No.1 brands by category, Poled has secured a leading position in a baby product industry that keeps growing despite low birth rate concerns, and its overseas expansion is gaining momentum on the back of its success in Japan.’ Benefits from the government‘s expanding childcare support policies were also cited as a positive factor. No investment rating or target price was provided.

Spun off from a Hyundai Motor in-house venture in 2019 and listed on KOSDAQ in 2026, Poled specialises in developing and manufacturing baby products. Adding UPANG (bottle sterilizer/dryer) and IVG (Korea/Japan distributor of Baby Brezza) through M&A to its own brands airluv (ventilated seat) and SAFETY (car seat), it has built a portfolio of brands ranked No.1 in market share by category. On a 1H26 basis, revenue breaks down into Poled 51.7%, IVG 27.9%, UPANG 20.1% and others 0.4%. 1H26 revenue came to KRW 50.6bn (+17.8% YoY), while operating profit was KRW 6.6bn (-11.3% YoY) due to one-off costs related to new brand launches.

ValueFinder analyst Lee Choong hun said, “Korea’s total fertility rate fell from 0.84 in 2020 to 0.80 in 2025, but transaction value of kids and baby products actually rose from KRW 4.7tn to KRW 5.5tn over the same period. Growth is being driven by the ‘Ten Pocket’ phenomenon, in which spending is concentrated on a single child, and by expanding government childcare support such as the parental allowance and the First Meeting voucher. Poled‘s ventilated seat airluv has its fan built into the seat for greater safety, securing over 70% market share, and its revenue grew from KRW 7.7bn in 2022 to KRW 20.5bn in 2025. Brand trust, built by passing real-vehicle crash tests replicating actual accidents at Hyundai Motor’s Namyang R&D Center and by bringing the entire process from design to customer service in-house, is leading to repeat purchases.”

He added, “Poled is the only listed Korean baby product company generating meaningful exports from in-house production (exports 15.9% of 1H26 sales). airluv5 won the Excellence Award in the Childcare and Household category of Japan‘s ’25-26 Babytech Award‘, and airluv is carried in about 300 offline stores in Japan. Exports outside Japan also rose from about KRW 0.4bn in 2023 to KRW 2.5bn in 2025, and following Taiwan, Hong Kong and the US, the company plans to diversify export regions further with Baby Brezza’s local subsidiary in Indonesia. As brand equity builds overseas as well, we expect operating profit to improve on cost efficiency along with revenue growth.”