HAZZYS 26SS Global Order Fair
Significantly Expanded in Scale and Duration Beyond Previous Events
HAZZYS Achieves Double-Digit Growth in Global Markets
Plans to Open Local Stores in India and Russia in the Second Half of the Year
"As the Indian fashion market grows, there is increasing demand for classic fashion, and interest in K-fashion is rising, especially among younger consumers. While searching for a brand that could connect Korea and India, I was impressed by the quality of HAZZYS products and decided to introduce the brand," said Ajanda Shetty, a buyer from Asia Brands Corporation in India, whom we met at the 2026 Spring·Summer (SS) Global Order Fair held at the HAZZYS flagship store 'SpaceH' in Myeong-dong, Seoul, from July 21 for two weeks. On July 29, he shared that he plans to open the first HAZZYS store in India by the end of this year and to open at least 10 additional stores within three years.
This order fair was different from previous events, which had gathered buyers from each country at LF headquarters for two days. This time, the duration was extended and the venue was a pop-up store. From July 21 until today, around 50 overseas buyers visited, and including domestic department store and distribution company representatives as well as online platform merchandisers (MDs), about 200 people attended in total. Ahn Yongseop, head of LF's Overseas Business Division, explained, "This order fair is not just about introducing new products; it is a simulation space where buyers can fully understand the brand story and grasp store composition and marketing strategies."
In fact, 'SpaceH' featured a claw machine with HAZZYS' dog character 'Harry' and a keyring decorating experience zone, while videos of HAZZYS collections created by artificial intelligence (AI) were shown on the walls, offering a rich visual experience.
This order fair is part of HAZZYS' recent aggressive push into the global market. Since entering China in 2007, HAZZYS now operates around 580 stores there. The brand entered Taiwan in 2013, where it currently has 18 stores, and Vietnam in 2017, where it operates 10 stores. Last year, HAZZYS opened its first store in Moscow, Russia.
As a result, HAZZYS has achieved double-digit sales growth in overseas markets every year, which has led to improved performance. HAZZYS' sales grew steadily from approximately KRW 700 billion in 2020 to KRW 850 billion in 2023, and over KRW 900 billion last year.
HAZZYS plans to further expand its stores in Russia, India, and other regions in the second half of this year. Ahn stated, "We plan to open our second store in Russia around September or October, and in India, the first store will open as early as October or as late as November. While we have focused on China and Southeast Asia so far, we plan to expand into Malaysia, Thailand, and the Middle East in the future."
Expansion into the European market, including the UK, is also being considered. However, as there are many advanced fashion markets such as Italy and France, the specific countries for entry are still under consideration. Ahn explained, "Through pop-up stores and participation in fashion week at Printemps Department Store in Paris, France, we have received positive feedback from European customers. Although these countries already have highly developed fashion industries, we are considering entering the European market by leveraging our unique graphic elements and techniques."
Meanwhile, starting with the 26SS season, HAZZYS plans to fully establish itself as a 'family look brand.' From the 26SS season, the brand will roll out men's, women's, accessories, kids, and pet lines in series to complete its family brand lineup, and will introduce new lines of clothing, accessories, and goods featuring the dog character 'Harry.' An LF official emphasized, "While men's and women's fashion are separated by floor in department stores, the global market no longer makes this distinction. Reflecting this trend, we will strengthen our identity as a family look brand."
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