When CJ Olive Young, at the forefront of the K-beauty reverse cross-border shopping boom, decided to seriously tackle the world's largest market—the United States—their strategic logistics partner wasn't their group affiliate CJ Logistics. Instead, they chose to partner with FedEx, headquartered in Memphis, Tennessee, the heart of America's logistics infrastructure. This wasn't just a simple last-mile delivery contract, but rather selecting FedEx as the first piece of an integrated supply chain design that includes local fulfillment, inventory management, and delivery experience in the US.
This decision represents more than just logistics partner selection—it symbolizes that K-beauty D2C supply chain strategy has entered a completely new phase.
Logistics & Supply Chain Strategy Brief
STREAMLINE: Why CJ Olive Young Chose FedEx as Its US Logistics Partner
(July 21, 2025)
❶ Point of View | Behind the Global Mall's Revenue Surge: A 'Delivery Strategy'
CJ Olive Young's reverse cross-border platform 'Olive Young Global Mall' achieved record-breaking results in the first half of 2025, with revenue growing 70% year-over-year and order volume increasing by 60%. Remarkably, over half of total revenue came from the US market, and even looking at just the growth portion, the US was responsible for over 40% of it. The US truly became the 'growth engine'.
However, the global delivery infrastructure needed to support such rapidly growing demand was still in its early stages. That's why the strategic partnership between Olive Young and FedEx wasn't just a simple choice, but rather an inevitable step to sustain growth.