'K-Fashion on the Rise': HAZZYS Opens First Chinese Flagship 'Space H Shanghai'

LF Encapsulates the Philosophy, Aesthetics, and Worldview of HAZZYS
A Space That Embodies the Essence of the Brand
Birth of a 'Contemporary Archive'

LF announced on February 2 that its premium contemporary casual brand HAZZYS has officially opened its first overseas flagship under the global flagship strategy, ‘Space H Shanghai,’ in Xintiandi, Shanghai.

‘Space H Shanghai’ is the second flagship store following ‘Space H Seoul’ in Myeong-dong, and it is the first brand house that HAZZYS has introduced to the international market. This space, which encapsulates HAZZYS’ brand philosophy and heritage, has been designed as a strategic hub to demonstrate the brand’s status as a global player by embodying the direction of modern luxury that HAZZYS pursues in the heart of downtown Shanghai.

Xintiandi in Shanghai is a prominent premium district where global luxury brands are concentrated. It is considered not just a retail channel but a stage to gauge a brand’s status and sustainability. HAZZYS plans to operate ‘Space H Shanghai’ as a flagship hub targeting local customers in their 20s to 40s who actively seek premium experiences, as well as global tourists, to firmly establish its presence as a global brand in this key market.

Exterior view of the first flagship store of HAZZYS, LF's premium contemporary casual brand, opened in Xintiandi, Shanghai, China. LF

‘Space H Shanghai’ is realized as a ‘Glass Shingle Building’ that reinterprets HAZZYS’ core brand story of ‘British rowing club culture’ through a modern and sculptural architectural language. ‘Shingle’ refers to a material that serves as a protective layer in nature and as an exterior wall in traditional architecture. HAZZYS has expanded this concept into a large-scale translucent glass fa?ade, creating a new luxury architectural language where tradition and modernity coexist.

The flagship’s architecture and interior were designed by the British global design firm CMK (Casper Mueller Kneer Architects), renowned for designing flagship stores for major luxury brands such as Celine, Saint Laurent, and Jil Sander, thus enhancing the store’s overall quality.

The 430-square-meter interior space is filled with elements that reinterpret the British rowing club culture, the root of the brand’s heritage, in a contemporary way. Details such as wall units reminiscent of locker rooms, rowing equipment, vintage furniture, and colorful rugs provide an immersive experience, as if stepping into the ‘Heritage Museum’ of HAZZYS.

The first floor is arranged to allow visitors to intuitively experience the brand’s heritage, centered around HAZZYS’ core lines. In one space, the store showcases major collections including the iconic collection, the denim line ‘HAZZYS Blue,’ the premium line ‘Greenwich,’ the ‘Rowing Club Collection,’ the character lineup featuring the brand mascot ‘Harry,’ and the young line ‘Heath.’

The second floor features a double-height VIP lounge, offering a differentiated brand experience. In particular, the area connecting the first and second floors displays an AI-based video presenting the HAZZYS brand story and a large rowing equipment installation, allowing visitors to experience the brand’s universe in a multi-dimensional way from the moment they enter the store.

Since 2007, HAZZYS has been developing its business in China through a strategic partnership with Baoxiniao Group, one of China’s top three menswear companies, using a combined licensing and distribution model. Based on a premiumization strategy and localization, HAZZYS has continued to innovate products optimized for regional cultures and consumer preferences, operating over 600 stores mainly in major luxury department stores and large shopping malls such as Shanghai Ganghui, Kerry Centre, and Nanjing Golden Eagle, thereby solidifying its image as a ‘premium casual brand.’ Notably, HAZZYS’ growth in China is not simply about expansion in scale, but is driven by a core customer base in their 30s who support the brand, making this especially noteworthy.

In 2019 and 2024, HAZZYS participated in London Fashion Week with Baoxiniao Group, further strengthening its status as a global brand. Amid such continuous investment, HAZZYS’ sales in China recorded a 10% year-on-year increase in 2025.

LF CEO Kim Sangkyun stated, “HAZZYS has now reached a stage in the Chinese market where it is evaluated by the same standards as global premium brands in terms of design and quality competitiveness. Building on this, we plan to further refine and expand our brand identity and competitiveness in key global markets, and will continue long-term investments across spaces, content, and products.”