Chris F&C's Hydrogen Sets Sights on China... "Expanding Global Distribution Network"

Expanding into China after Success in Seven Stores in Japan and Hong Kong
Redefining Brand Direction as a Premium Label with High-Performance Materials

Chris F&C announced on July 14 that the Italian brand Hydrogen, which it operates, will enter the Chinese market.

This entry into China was made possible through collaboration with the global strategic partner BranDNA. The signing ceremony, held at the Seoul headquarters on July 10, was attended by Kim Yeonhee, Executive Director of Outdoor at Chris F&C, Woo Hyukjoo, Executive Director of Strategic Planning, and James Chen, CEO of BranDNA.

Hydrogen Ginza Six store appearance.

Hydrogen plans to establish itself as a premium brand in China by leveraging BranDNA's local expertise. James Chen, CEO of BranDNA, stated, "For Chinese consumers who value their own identity, Hydrogen will become a powerful alternative brand," adding, "We aim to go beyond simple distribution to realize brand innovation that proposes a new generation's lifestyle." The official launch in China is scheduled for the Spring/Summer 2026 season.

After introducing its first active line in Korea last year, Hydrogen is now actively expanding into the Asian market. The brand has entered key premium department stores in Japan, such as Ginza Six?famous for its luxury shopping street?Hankyu Osaka, and Omotesando Hills, and is operating a flagship store in Sogo Causeway Bay, the center of Hong Kong trends and a symbol of high-end consumption. Hydrogen is also concretizing its global strategy targeting Europe, the Middle East, and North America.

To support its global expansion, the brand is simultaneously pursuing improvements in its organizational structure. Chris F&C has completely reorganized the Hydrogen business division and is focusing on strengthening design competitiveness and expanding its range of high-performance products. Starting from the Fall/Winter 2025 season, the brand will expand its "Heritage Line," which emphasizes its Italian origin, and in the Spring/Summer 2026 season, it plans to strengthen key categories centered on sports such as tennis and running. Hydrogen aims to establish a differentiated position in the global performance wear market.

Meanwhile, Chris F&C plans to use Hydrogen's entry into China as a springboard to evolve beyond golf wear and become a total sportswear company encompassing sports and lifestyle.