South Korean fashion group FnF is expanding its regional footprint by opening five stores in Hong Kong within a year.
The Seoul-based fashion group, which operates more than eight Korean fashion and cosmetic lines, has opened several of its MLB Korea-branded outlets in the territory, starting with a store in Mong Kok that opened in 2017. The brand is popular for its baseball-themed apparel.
“Hong Kong is a well-known shopping mecca in Asia, providing excellent exposure to our brand,” said FnF retail director Jenny Tung. “We are also very careful in choosing the right location for our stores in order to elevate the brand image and maximise traffic. We chose Hong Kong to launch the brand’s first overseas store as it is an international city with a great pool of talent. The city also has a very sophisticated retail market and ecosystem.
“We decided to use Hong Kong as the first test point, and replicate the model to other locations in the region as we expand”, she said, adding that more outlets will be opened in Asia following on from the launch of a shop in Taipei, which opened last year.