French luxury fashion house Lanvin has joined hands with Hyundai Department Store-owned fashion retailer Handsome to launch a golf apparel brand in South Korea, eyeing to capture bigger shares in the booming sector.
Dubbed ‘Lanvin Blanc’, the label is jointly developed by both companies and will have stores in four Hyundai Department branches within this month, according to Pulse News. The second half of the year will see the opening of 10 Lanvin Blanc physical outlets, most of which will be located in major department stores.
Lanvin Blanc’s F/W 2022 Collection will be unveiled on August 22, featuring items ranging from clothing and gloves to golf bags.
The premium golf wear label aims to generate US$23 million in its first three years of operation. Handsome has been the exclusive distributor of Lanvin in South Korea since 2007.
The collaboration with Lanvin, however, is not the first time Handsome ventured into the sector. The South Korean fashion operator had previously launched golf wear lines with SJYP and Tommy Hilfiger.
The launch comes when South Korea’s golf apparel market is experiencing a boom as the sport has gained popularity in the country. The Korea Leisure Industry Institute projected the market will reach US$4.8 billion this year.
Founded in 1987, Handsome manages 1389 stores and a portfolio of about 30 fashion and lifestyle brands, including Tommy Hilfiger, Calvin Klein, Tom Greyhound, and Cashmere.