Uncovering top-performing items and focusing on holidays that differ from the U.S. calendar, ALLMAX Nutrition has achieved exceptional growth on Coupang. Today, Coupang accounts for more than half of ALLMAX Nutrition’s sales in Korea.
ALLMAX Nutrition launched its business more than 20 years ago with a single product, Isoflex. Today, they sell nearly 200 different products – for all shapes, sizes and ages – in countries around the world. To reach customers in Korea, ALLMAX has been working with Coupang since 2016 where it has seen more than 10X sales growth by listening to customers, leveraging its brand strength and capitalizing on unique market opportunities.
“Customers grew to know us through our protein powder and eventually asked us to introduce additional products, like multi-vitamins and green supplements,” said Kevin Kouwenhoven, U.S. Sales Director of ALLMAX Nutrition. “We believe in constantly getting feedback and adapting to what customers tell us – it’s a testament to why we’ve successfully grown for 22 years.”
While some partners’ main growth comes from taking best sellers in the U.S. and launching them in other markets, Kevin has worked closely with Coupang’s Buying team to uncover growth from different items.
“I initially predicted Isoflex, our top-selling product in the U.S., would be our number one product in Korea. It does well there, but I’ve learned from my team at Coupang just how different the Korean market can be. Having a partner who deeply understands local consumer demand, flavor preferences and the best way to market our products has been invaluable.”
Today, one of ALLMAX’s top sellers on Coupang is pre-workout supplement Arginine HCL, which interestingly is just outside of the top 10 best-selling ALLMAX products in the U.S. market.
Through Coupang, ALLMAX has been able to increase the productivity of its product portfolio by having different items serve as growth drivers across individual markets. Over the past several years, Coupang has grown from representing less than 10% of ALLMAX’s Korean sales to more than 60% of the company’s sales in Korea today.
“Selling our products on the number one site in Korea, we know we’re reaching the masses and hitting every part of the country whenever we’re launching new products. While we’re used to planning for big holidays in the U.S. like Black Friday, there are other seasonal spikes in Korea. It’s been eye-opening to work with Coupang to strategize how to capitalize on those different holidays, which drive sales outside periods we’re accustomed to in the U.S.”
