LF's Hazzys 'K-Heritage' Collection Attracts 63% First-Time Buyers

LF's casual brand Hazzys has partnered with lifestyle brand Hoho-dang to launch the 'K-Heritage Collection,' which is drawing interest from both new customers and foreign tourists.

According to LF, following the release of the collaborative collection, 63% of the purchasing customers were first-time buyers. This indicates that more than six out of ten customers were making their initial purchase from Hazzys, suggesting that the collection has effectively attracted new clientele.

Online sales have also seen an increase. A representative from LF stated, "The response has expanded, particularly around easy pickup goods available online," adding that sales through Hazzys.com accounted for approximately 67% of total sales.

In the Myeongdong area, known for its high influx of foreign tourists, the collection has also gained traction. Hazzys operates a dedicated collaboration zone at its flagship store 'Space H Seoul,' where purchases and engagement have been particularly strong among Southeast Asian customers.

Notably, content related to the collection shared by a global ambassador on TikTok has garnered over 140,000 views. As a result, foreign sales at Space H Seoul increased by 170% compared to the same period last year, with the number of foreign customers rising by 175%. A Hazzys representative stated, "We plan to continue expanding our global customer base through K-premium content and products that modernize Korean sensibilities."

Meanwhile, LF reported an operating profit of 44.4 billion won in the first quarter of this year, a 47.52% increase from the same period last year. Revenue rose by 7.35% to 461.9 billion won, while net profit increased by 38.32% to 31.6 billion won.