LF's 'Isabel Marant' Cheongdam Store Renewed After 12 Years

Tokyo, Beijing Followed by Cheongdam Flagship Renewal
Expanding Domestic Distribution Network, Increasing Contact Points with New Luxury Customers

LF announced on the 25th that it has renewed the Cheongdam flagship store of the French luxury designer brand ‘Isabel Marant,’ which it imports and sells, for the first time in 12 years.

Isabel Marant, which LF has been operating domestically since the end of 2008, is a total luxury brand launched in France in 1994 and currently distributed worldwide including the United States, Japan, and Korea. It has a solid fandom led by sweatshirts, bags, and more. In 2012, it opened the Cheongdam flagship store with a total area of 220㎡.

The theme of this renewal is the Yellow House. Like the Tokyo Aoyama and Beijing flagship stores that were renewed earlier, it intuitively expresses Isabel Marant’s signature color, ‘yellow.’ The vibrant yellow front exterior wall, reflecting the brand’s unique design philosophy, is the core feature. Since changing its brand logo last year, Isabel Marant has emphasized ‘yellow’ as the brand color, highlighting bright and lively energy and creative aesthetics.

Isabel Marant plans to respond more agilely to the domestic new luxury market centered on the newly transformed Yellow House flagship after 12 years. Considering the rapid growth of the domestic men’s luxury contemporary market, existing Isabel Marant stores will be renewed into mixed-gender stores. Isabel Marant currently operates 23 offline stores domestically and plans to continuously expand its domestic distribution network focusing on major commercial districts.

An official from LF’s import division said, “The Isabel Marant flagship store located in Cheongdam, the center of luxury shopping in Seoul, is a signature space where you can feel both the brand’s history and trendiness,” adding, “We will quickly introduce the most trendy products to domestic customers with differentiated curation.”

Meanwhile, LF has a broad customer base and a well-balanced portfolio of imported brands at various price points. Starting with ‘Isabel Marant’ in 2008, it has maintained solid partnerships for over 10 years with imported brands with clear identities such as ‘Leonard’ and ‘Vince,’ and has also secured new luxury designer brands targeting the MZ generation, including ‘Officine Generale,’ ‘Basch,’ ‘Pattu,’ and ‘Forte Forte.’