Swedish outdoor apparel company, Haglofs, has inaugurated its premier flagship store in South Korea, in collaboration with local distributor, Hayl. The store is strategically situated at the foot of Dobongsan National Park, encompassing a sprawling space of 421 square meters, and houses the brand’s comprehensive collection of clothing, gear, and accessories.
Opening a flagship store in Dobongsan National Park allows Haglofs to become a part of Seoul’s thriving outdoor culture, which seamlessly blends the urban landscape with the natural allure of mountains. As articulated by Ji-Hwan Lee, CEO of Hayl, the location resonates with Haglofs’ philosophy of making nature accessible, welcoming, and within everyone’s reach. Benefiting both novice hikers and seasoned mountaineers, the park is easily accessible all year round.
The store introduces a unique concept: ‘Nature Inside, Life Outdoors.’ This conceptual approach aims to emphasize the human and technical facets of the brand. By enveloping customers in an immersive retail ambiance, it seeks to enrich their shopping experience.
South Korea offers a new avenue for Haglofs to tap into. Daniel Stiller Cohn, Head of Distribution Sales at Haglofs, believes that their trusted distributor, Hayl, will lay a solid groundwork for the brand in the region. Their enthusiasm and proficiency make them an apt partner as they introduce Haglofs’ commitment to innovation and sustainability in South Korea.
What is the philosophy behind Haglofs’ new store at Dobongsan National Park?
The location is envisioned to reflect Haglofs’ belief that nature should be accessible, welcoming, and within everyone’s reach. It is conveniently accessible all year round and caters to both novice hikers and seasoned mountaineers.
What unique concept does the new Haglofs store introduce?
The store presents a unique ‘Nature Inside, Life Outdoors’ concept, designed to emphasize the human and technical aspects of the brand, and provide an immersive retail experience.
What does the new market in South Korea represent for Haglofs?
The South Korean market represents a new and untapped frontier for Haglofs. The brand has faith in its distributor, Hayl, to establish a strong foundation for them in the region, and to carry forward their focus on innovation and sustainability.
