[Asia Economy Reporter Song Seung-yoon] Hansome, a fashion specialist company affiliated with Hyundai Department Store Group, announced on the 27th that it has signed an exclusive distribution contract in Korea with the Swedish designer brand 'Our Legacy' and will open its first standalone store at Hyundai Department Store Apgujeong Main Branch at the end of next month.
This is the first launch in Asia following Sweden, the UK, and Germany. Our Legacy is a fashion brand that started in 2005 in Stockholm, Sweden, characterized by minimalist Nordic style designs.
Hansome plans to showcase about 230 items of clothing and accessories, including popular Our Legacy products such as the ‘Knit Mohair Cardigan’ and ‘Oversized Shirt,’ at the Hyundai Department Store Apgujeong Main Branch. The product mix will consist of approximately 80% men's items and 20% women's items. Starting with this store, Hansome intends to sequentially expand standalone stores mainly in major department stores. Our Legacy products will also be sold through its own select shops, MUE and TOM GREYHOUND, as well as the online mall The Hansome.com.
Hansome is diversifying its brand portfolio based on the launch of new overseas fashion brands. The strategy is to enhance competitiveness through a two-track approach by strengthening the overseas fashion brand lineup alongside well-established fandom brands such as Time, Mine, and System. Following the launch of Our Legacy, Hansome plans to continuously introduce other overseas fashion brands. Early next year, a new men's specialty store under TOM GREYHOUND will also be launched.
A Hansome official said, "By expanding overseas fashion brands, we plan not only to diversify the fashion business structure but also to provide differentiated value that meets the needs of existing Hansome customers," adding, "We will continue to enhance our fashion business competitiveness and solidify our position as a leading company in domestic fashion trends."
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