'Apgujeong Hot Place' LF's Edit Shop 'Raum', Renewal Expansion

'Raum West' Expands 1st Floor Space to Total 225 Pyeong
Introducing Brands Simon Rocha, Akira Naka, Petar Petrov

LF announced on the 15th that it has renewed and expanded the edit shop ‘RAUM WEST’ located in Apgujeong-dong, Gangnam-gu, Seoul. With the space tripled in size compared to before, it will showcase more imported overseas brands.

RAUM, which means 'space' in German, is a fashion edit shop launched by LF in 2009. RAUM WEST features premium contemporary brands leading global fashion trends from countries such as the United States, the United Kingdom, France, and Italy, while ‘RAUM EAST’ is a space that gathers lifestyle items proposing various cultures and trends including fashion, beauty, and books.

The renovated first-floor view of LF edit shop Raum West.

RAUM WEST converted the first floor (70 pyeong, 230㎡), which was previously used as a pop-up store space, into an edit shop. As a result, the edit shop expanded to a total area of 225 pyeong across the first and second floors. The brand portfolio has increased to a total of 85. RAUM WEST reorganized the brands into three categories: Feminine, Modern, and Trendy·Casual.

RAUM WEST has proactively introduced imported overseas brands that have not yet been introduced or are not well known in Korea. Representative brands that have grown within RAUM include ‘PATOU’ and ‘forte_forte’. If the response at RAUM is positive, the next step is to sign domestic distribution contracts and open exclusive stores through LF.

Through this renewal, LF plans to strengthen its incubating role in stabilizing imported overseas brands. As many as 10 new brands will be introduced in the upcoming spring and summer seasons. Major brands include the British brand ‘Simone Rocha’, known for its delicate ruffles and floral details, Japanese brands ‘Akiranaka’, ‘CFCL’, ‘Nagonstans’, and the Austrian brand ‘Petar Petrov’.

In addition, LF plans to strategically nurture brands that have been stably established domestically through RAUM. One such brand is ‘Nehera’, which has steadily grown its sales by 30% annually since its launch in 2020, thanks to its innovative details and technical tailoring.

An official from LF’s import division said, "Maintaining strong partnerships with various brands is RAUM’s competitive edge," adding, “Among new overseas luxury brands entering Korea for the first time, RAUM is recognized as a stable starting point for their entry into the Korean market.”