LF Hazzys Opens 9th Store in Hanoi, Vietnam... "Targeting the Premium Casual Wear Market"

Grand Opening at Hanoi Luxury Department Store 'Jangttien Department Store'
Establishing as a 'Premium Casual Brand' in the Local Market

LF's representative traditional casual brand 'Hazzys' announced on the 21st that it has opened its 9th store in Vietnam at the Trang Tien Department Store in Hanoi.

LF 'Hazzys' store front at Vietnam's Trang Tien Department Store.

Trang Tien Department Store in Hanoi is the oldest luxury department store in the city, known as a landmark for Vietnam's upper class with numerous global luxury brands housed within. It recently opened its second 'Maestro' store. The company expects that, as Trang Tien Department Store attracts not only local customers but also many overseas tourists, this new store opening will raise the awareness of the Hazzys brand among global customers from Southeast Asia to the United States and Europe.

Hazzys' 9th store in Vietnam, opened on the 3rd floor of Trang Tien Department Store with an area of approximately 102㎡ (about 31 pyeong), is a multi-category store combining men's, women's, and accessories lines. The store is designed around the brand heritage-focused classic 'Iconic Line,' and strategically places items with diverse colors and fashion points as the main focus, anticipating the purchasing patterns and demands of department store visitors.

Since entering Vietnam in 2017, LF has continued a localized sales strategy by combining K-fashion trends and seasonal issues based on big data accumulated over several years and Hazzys' best-selling items that have received strong local response. Accordingly, the 'Iconic Zone,' which gathers the popular 'Iconic Line,' is placed in the main area behind the counter.

Celebrating its 23rd year since launch, LF's flagship brand Hazzys entered the Vietnamese fashion market in 2017 and has successfully established itself as a premium casual brand representing K-fashion in Vietnam. Starting with the opening of the first casual store at Lotte Department Store Hanoi, the brand expanded its categories with a golf-exclusive store and extended its presence to Ho Chi Minh City, now operating a total of nine stores in Vietnam. Based on this distribution network, Hazzys' sales in Vietnam have continued double-digit growth in the second half of this year compared to the first half.

Kim Sang-gyun, CEO of LF, said, “Hazzys is leading meaningful growth of K-fashion in the Vietnamese market by imprinting excellent product quality and a premium brand image in the local market. Going forward, Hazzys plans to actively expand its distribution network centered on luxury department stores and large shopping malls and continue proactive overseas business to establish itself as a global casual brand.”