F&F is expanding its global brand business by acquiring the global trademark and intellectual property rights for Discovery Expedition.
On August 13, F&F announced that it will purchase the global trademark and related IP for Discovery Expedition from Discovery Communications for $80 million. The transfer of trademark rights will proceed sequentially in accordance with relevant laws and procedures in each country.
With this acquisition, F&F secures ownership of the Discovery Expedition brand, which it has previously operated under a licensing agreement. This move is expected to enhance brand operational stability and allow for more independent product and marketing strategies in international markets.
F&F also plans to expand the brand's identity. The company aims to extend its business scope beyond lifestyle outdoor products into the active wellness sector, developing it into a high-performance lifestyle wear brand with enhanced functionality.
Additionally, F&F intends to establish product, marketing, and retail strategies tailored to the consumer characteristics and market environments of each country, thereby increasing brand competitiveness in overseas markets.
Kim Chang-soo, Chairman of F&F, stated, "Discovery embodies the curiosity and spirit of challenge that has driven human progress. Discovery Expedition will continue to be a brand that significantly impacts human life in the future."
An F&F representative noted, "By securing brand ownership, we have strengthened operational stability while laying the groundwork for global business expansion. We also expect improvements in our revenue structure by alleviating royalty cost burdens."
* This article has been translated by AI.
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