LF "US Hydro Flask Enters Domestic Home Shopping Market"

[Asia Economy Reporter Yujin Cho] Gourmet F&B Korea, a subsidiary of lifestyle specialist company LF, is launching the American premium tumbler brand 'Hydro Flask' in the domestic home shopping market.

Nicknamed the "luxury brand of tumblers," Hydro Flask has formed a broad fan base both domestically and internationally. It is a premium brand with a high price range of 30,000 to 50,000 KRW per unit depending on size, based on domestic sales prices. It is mainly distributed through high-end department stores or flagship stores located in key commercial districts of major cities worldwide, and its entry into home shopping distribution is the first in the Korean market.

Gourmet F&B Korea decided to enter the home shopping market with Hydro Flask, considering the current domestic distribution environment where the proportion of high-end brands and product lines distributed through the domestic home shopping market has significantly increased in recent years, and the home shopping channel itself is being recognized as a premium brand.

Accordingly, Gourmet F&B Korea partnered with CJ O Shopping to sell four Hydro Flask sets consisting of two wide mouth tumblers in 20 oz (591 ml) and 16 oz (473 ml) sizes, one coffee lid tumbler in 16 oz (473 ml), and a dedicated cleaning brush for 119,000 KRW through CJ O Shopping’s flagship program "Kang Joo-eun’s Good Life," airing for 60 minutes from 8:20 a.m. on the 7th. Additionally, a five-piece set including a large wide mouth tumbler of about 32 oz (946 ml) will be sold for 169,000 KRW. This represents a discount of up to approximately 27% off the regular price.

Meanwhile, Hydro Flask, launched in 2009 in Bend, Oregon, USA, is a global tumbler brand that has recorded explosive double-digit sales growth annually worldwide, keeping pace with the global environmental protection campaign trend that discourages the use of plastic water bottles. It has expanded into more than 20 countries worldwide, including the United States, Germany, Japan, France, the United Kingdom, and Australia.