Danish Shoe Company 'ECCO Global' Joint Venture
New Golf Wear 'Ecco Golf Apparel'
Two Additional Premium Shopping Malls Opened in China
Expansion into Global Golf Wear Markets Including Japan and Southeast Asia
Fashion company SJ Group and Danish shoe company ECCO Global announced on the 16th that their joint new golf wear brand, ECCO Golf Apparel, will enter the Chinese market.
ECCO Golf Apparel is a brand first introduced domestically in February. SJ Group began a licensing agreement with ECCO Global in 2022 and signed a joint investment contract for the new golf apparel business earlier this year. ECCO Global invested 40% equity.
Eco Golf Apparel will open a store at Shenzhen Luohu MIXC, the largest shopping mall in Shenzhen, China. Eco store. [Photo by SJ Group]
ECCO Golf Apparel will enter ECCO stores in China in a shop-in-shop format through ECCO China. Starting in August with the opening of the ECCO store at Shenzhen Luohu MIXC, the largest shopping mall in terms of retail space in Shenzhen, China, two additional new premium shopping mall stores will open. In the second half of the year, the brand plans to communicate directly with local consumers through entry into major Chinese distribution channels.
Initially, it plans to export 3,500 pieces for the spring/summer season and 10,000 pieces for the 2024 fall season, including core products such as T-shirts and pants. After the full-scale sales launch in August, the company plans to actively develop the Chinese market by expanding volume according to local response.
ECCO Golf Apparel intends to target the global golf wear market by expanding into Japan and Southeast Asia through ECCO Global’s distribution network in the future.
Domestically, the brand is steadily expanding mainly in four major department stores including Shinsegae Department Store Gangnam Branch, Lotte Department Store Jamsil Branch, and Suwon Branch. It plans to enter Hyundai Department Store Trade Center and Shinsegae Department Store Hanam Branch in the second half of the year.
Lee Ju-young, CEO of SJ Group, said, “We will focus all efforts on creating sustainable growth by implementing strategies that fit local trends based on the brand’s unique competitiveness,” adding, “In particular, SJG Plus, a subsidiary in charge of the ECCO business, is expected to play an important role as the design hub for ECCO Global’s golf wear business.”
Meanwhile, SJ Group holds exclusive license businesses for major overseas fashion brands such as Kangol and Helen Kaminski, as well as the pioneering American airline Pan Am. It also operates the space platform LCDC SEOUL located in Seongsu-dong, its own planning brand LCDC TM, and a beauty business.
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