Swedish outdoors company Haglofs has launched its premier flagship store in South Korea, leveraging a partnership with local distributor Hayl. The store, situated at the base of Dobongsan National Park, spans 421 square meters and houses the brand’s complete lineup of clothing, equipment, and accessories.
According to Ji-Hwan Lee, CEO of Hayl, opening the flagship store at Dobongsan National Park means integrating into Seoul’s thriving outdoor culture, where the bustling cityscape converges with the serenity of the mountains. The park boasts a variety of trails suitable for both novice hikers and seasoned mountaineers, and is accessible throughout the year. This setting mirrors Haglofs’ core belief that nature should be accessible, inviting, and within everyone’s grasp.
The store exemplifies the ‘Nature Inside, Life Outdoors’ concept, aiming to spotlight both the human and technical facets of the brand. This approach is designed to offer consumers an engaging and immersive retail experience that transcends traditional shopping.
Daniel Stiller Cohn, head of distribution sales at Haglofs, declared that Korea represents a new and untapped market for the brand. He expressed confidence in their trusted distributor, Hayl, to lay a robust groundwork for the brand in the region. He cited Hayl’s passion and expertise as crucial elements as the brand introduces its focus on innovation and sustainability to the Korean market.
What is the concept behind Haglofs’ new store in South Korea?
The store exemplifies the ‘Nature Inside, Life Outdoors’ concept, emphasizing both the human and technical facets of the brand. This approach aims to offer consumers an immersive retail experience.
What does the location of the store symbolize for the brand?
The location at the base of Dobongsan National Park, which offers trails for all levels of hikers and is accessible year-round, aligns with Haglofs’ belief that nature should be welcoming and accessible to everyone.
How does Haglofs view its entry into the South Korean market?
The brand sees South Korea as a fresh and untapped market. They have expressed confidence in their local distributor, Hayl, to establish a strong presence for the brand in the region, with a particular emphasis on innovation and sustainability.
