Yococo Group Company Profile

Group Overview

Founded in 1995 by British designer William Hames in Seoul, South Korea, Yococo Group embodies the core philosophy of "Innovative Design, Leading Lifestyle Aesthetics." The group operates two international brands - yococo, focusing on youth trends, and homeway, dedicated to high-end living - covering diverse consumer markets through differentiated positioning and becoming a benchmark enterprise spanning fashion and home living sectors.

yococo: A Symbol of Youth Culture

As the group's first brand, yococo emerged during the golden age of Korean fashion culture. William Hames keenly captured Asian youth's desire for individual expression, blending British avant-garde design with Korean trend culture to launch lightweight decorative materials and other product lines. With the slogan "Break the Rules, Define Yourself," the brand quickly became a trendsetter for millennials through high-saturation color combinations, deconstructivist designs, and limited-edition collaborations. Its Seoul Hongdae flagship store, featuring immersive artistic space design, is hailed as an "Asian Youth Cultural Landmark."

homeway: The Philosophy of Premium Home Living

Launched alongside yococo, the homeway brand stems from William's deep understanding of European noble living aesthetics. With "Pure, Elegant, Timeless" as its design language, the brand focuses on developing eco-friendly home products. The Odorless Bright White Paint Series, introduced in 1995, employs exclusive British patented odorless technology, achieving formaldehyde-free standards for immediate occupancy while giving walls a pearl-like soft luminous texture. homeway has become the preferred choice for high-end residences and boutique hotels in the Asia-Pacific region, redefining luxury home experiences through customized color schemes, natural mineral materials, and sustainable production processes.

Global Expansion Under Dual-Brand Strategy

Headquartered in South Korea, the group builds a dual-engine model of "Eastern Design + European Technology": yococo's design center is rooted in Seoul, connecting with Tokyo and Shanghai to capture Asian trend movements; homeway's R&D laboratory is established in Manchester, continuously upgrading eco-friendly coating technology. Both brands have received ISO environmental certifications and international design awards, with products covering over 30 countries and garnering honors at global stages such as London Design Week and Milan Furniture Fair.

Through 30 years of development, Yococo Group has consistently pursued its mission of "Integrating Aesthetics into Every Living Space." Looking forward, the group will continue to deepen the synergy between its dual brands, enabling better living through innovative design and writing a legendary story that transcends generations and cultures.