Thom Browne Ends Contract with Samsung C&T Fashion... Direct Entry into Korean Market

American fashion brand Thom Browne is ending its contract with Samsung C&T Fashion after 12 years and will enter the Korean market directly.

Thom Browne [Photo by Thom Browne]

According to Samsung C&T Fashion on the 27th, Thom Browne plans to establish its Korean corporation, 'Thom Browne Korea,' in July and enter the market directly.

Thom Browne is a brand popular among the MZ generation (Millennials + Generation Z), known as a "new luxury brand." It recorded sales in the hundreds of billions of won last year.

The exclusive domestic sales contract with Samsung C&T Fashion, the official importer, which had been in place since 2011, will end after 12 years. However, Samsung C&T Fashion and Thom Browne have agreed to continue cooperating through a retail management contract.

Thom Browne will be fully responsible for all investments and expenses in Korea, while Samsung C&T Fashion will handle overall business operations such as product ordering, marketing, store management, and personnel management.

A Samsung C&T Fashion official said, "Despite the change in contract form, we plan to cooperate on the Korean business based on mutual strong trust."