Hazzys opens its first store in Hong Kong... The goal is to open 6 stores within 3 years, and plans to expand into Thailand and India next year.

Hazzys, a brand of LF[093050], announced on the 16th that it has begun expanding its business into the Greater China market following China by opening its first store at Sogo Department Store in Causeway Bay, Hong Kong.

This store presents major collections such as Iconic and Hazzys Blue, as well as men's and women's clothing and accessories.

Considering Hong Kong's warm and humid climate and the lifestyle of local customers, we increased the proportion of products that can be worn lightly, such as basic products made of thin materials. In addition to this year's fall/winter (FW) products, some spring/summer (SS) products suited to Hong Kong's climate are also sold.

Hazzys plans to target not only local Hong Kong customers but also mainland Chinese tourists and global consumers based on its business experience in China.

LF explained that it confirmed the potential of the local market based on the fact that Chinese customers account for about half of the foreign customers of 'Space H Seoul' in Myeong-dong, Seoul, and that Hong Kong customers continued to flow through global online channels.

Hazzys plans to target the ‘accessible premium’ market between popular casual and expensive luxury in Hong Kong. The main customer base was set to be office workers in their 20s and 30s who actively invest in fashion and lifestyle.

Hazzys plans to expand its distribution network, focusing on major department stores and shopping malls, by examining local customer reactions and sales trends, increasing the number of stores in Hong Kong to six within three years.

In addition, we plan to enter new markets such as Thailand and India next year.

Hazzys entered China in 2007 and currently operates about 600 stores. Including stores in Taiwan, Vietnam, and Russia, the number of global stores reaches about 880.

An LF official said, "Based on Hazzys' unique British heritage and modern sensibility in Hong Kong, we will present a differentiated brand experience tailored to the lifestyles of local customers, and based on this, we will continue to strengthen the brand's position and competitiveness in major global markets."