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Korean brands enter the US, Europe in a big way

South Korea’s popular fashion labels are rushing to enter Europe and America’s prestigious department stores. Fila Korea, a shoe and apparel brand, will debut at Bloomingdale’s, the department store chain in the United States. It will open Fila stores at Bloomingdale’s nine locations in the first half of this year and launch additional stores at 30 other Bloomingdale’s department stores across the US in the latter half of this year.

Fila already operates outlets in Kohl’s and Macy’s – American department stores that carry budget clothing and fashion-- but it is the first time the company is adding stores in Bloomingdales.

In Great Britain, Samsung is expanding its presence through its men’s apparel brand Juun. J. It opened its Juun.J store in Harrods, a London-based luxury department store well known to be selective about its offerings of brands, in 2013 and has operated a pop-up store, temporarily introducing its latest collection, in recent months.

Handsome, a fashion unit of Hyundai, opened its men’s apparel System Homme in Galeries Lafayette in Paris for the first time as an Asian fashion label. It is also operating a pop-up store of the female lineup of System in the French department store. The pop-up store is located on the same floor with global fashion names like Kenzo, Isabel Marant, and Carven, and it is the first time for a Korean fashion brand to run a pop-up store in Galeries Lafayette.