LF's casual brand Hazzys has opened its first store in Hong Kong, marking an expansion into the Greater China market.
On September 14, Hazzys announced the opening of its first store on the third floor of the SOGO department store in Causeway Bay, covering approximately 20 pyeong. The Hong Kong store features men's and women's clothing, as well as accessories, showcasing key collections such as Iconic and Hazzys Blue, all within a space that reflects the brand's British heritage.
The product lineup has been tailored to suit the local climate. Considering Hong Kong's mild and humid weather year-round, the store emphasizes lightweight basic items. It also includes some 2026 spring and summer products alongside the fall and winter (FW) collection to flexibly respond to seasonal changes and local demand.
Hazzys aims to leverage its brand recognition and business experience accumulated in the Chinese market to target not only local customers but also tourists from mainland China and global consumers. The brand plans to open six additional stores in Hong Kong over the next three years, expanding its distribution network primarily in major department stores and shopping malls. Additionally, it is looking to enter new markets in Thailand and India next year.
An LF representative stated, "Based on our business experience in the Chinese market, we are expanding our customer touchpoints in the Greater China region. We will provide brand experiences that align with local customers' lifestyles and enhance our competitiveness in the global market."
Meanwhile, Hazzys is expanding its global business by introducing products tailored to the lifestyles and cultures of different countries, while also broadening its new lines and utilizing character intellectual property (IP) and AI-based marketing.
* This article has been translated by AI.
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