Samsung C&T's fashion division, Beaker, has taken on the exclusive distribution of the British fashion brand Margaret Howell in Korea, marking the start of its domestic brand operations.
Beaker announced on September 22 that it has established a partnership with Margaret Howell for exclusive distribution in Korea, beginning with the opening of a store at the Shinsegae Department Store flagship location.
Founded in 1970 by designer Margaret Howell in the UK, the brand offers modern interpretations of classic men's and women's clothing and accessories. Since 2003, it has also operated a second line, 'MHL.', based on workwear.
Beaker has identified the brand's growth potential based on its sales and performance metrics, taking into account the rising demand for 'Quiet Luxury,' which emphasizes understated design and quality.
Margaret Howell's signature items include shirts, featuring 'Simple Shirts' and 'Basic Shirts' based on material, structure, and proportions. Starting this fall/winter season, the brand will introduce a 'Black Label' that symbolizes the traditions and craftsmanship of London's workrooms.
The knitwear line utilizes yarns such as Scottish cashmere, merino wool, and cotton-linen blends. Most products are crafted using seamless knitting techniques, with key items including the 'Short Classic Crewneck Sweater,' 'Small Crewneck Cardigan,' and 'Wide Rollneck Pullover.'
Margaret Howell will debut its first standalone store in Korea on the fourth floor of the Shinsegae Department Store in Jung-gu, Seoul, with plans to open two additional stores in major department stores in Seoul by the end of the year to expand customer access. Products will also be available at all Beaker locations and in the exclusive brand section of Samsung C&T's online shopping platform, SSF Shop.
Song Tae-keun, head of Beaker at Samsung C&T's fashion division, stated, "Margaret Howell is a brand that has consistently upheld the value of 'well-made clothes that can be worn for a long time' for over 50 years. We will gradually expand our distribution network to establish it as a leading contemporary brand."
Meanwhile, Samsung C&T's fashion division reported an operating profit of 54 billion won in the second quarter of this year, a 63.6% increase compared to the same period last year, driven by balanced growth in its owned and imported brands.
* This article has been translated by AI.
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