Logistics & Retail Strategy Briefing
STREAMLINE: Kurly’s First Operating Profit in 10 Years — The 4 Keys Behind Its Turnaround
2025.05.16
After 10 years of accumulating losses, Kurly has finally turned a profit. In Q1 2025, Kurly posted its first-ever quarterly operating profit of KRW 1.76 billion (approx. $1.3M) on a consolidated basis.
More importantly, growth did not stall. Revenue grew 8% YoY to KRW 580.7 billion, and GMV rose 15% to KRW 844.3 billion—six times the industry’s average growth (2.6%, according to Statistics Korea).
This wasn’t a result of short-term cost-cutting or layoffs. Rather, it was a structural transformation. Based on Kurly’s press releases, IR materials, and internal interviews, STREAMLINE breaks down the four core strategies that powered this breakthrough.
1️⃣ Point of View | What’s Changed?
From ‘growth without profit’ to ‘profitable growth’
Until 2024, Kurly focused on cutting costs and retooling its operations. But Q1 2025 marked the beginning of a new experiment: Could it invest in growth again and still remain profitable?
The results say yes—marketing spend surged 85.7% YoY, yet Kurly still recorded an operating profit. Clearly, the company’s business structure has fundamentally changed.
2️⃣ Inside the Move | Core Strategies in Motion
① Lock-in Products: PB & BeautyKurly