Luxury fashion label Lemaire has launched its first flagship store in South Korea’s Seoul, marking the brand’s second flagship worldwide. 

The store is located in the Hannam neighbourhood and is housed inside a two-story Korean house built in the 1970s. This location follows the brand’s first flagship store, which opened in Paris in March. 

“Our aim is to offer local customers a place where they can experience the full brand,” explained Lemaire CEO Laetitia Mergui. 

“This flagship opening, developed in collaboration with our longtime partner Samsung, also demonstrates the brand’s commitment to delivering a luxury retail experience in all our strategic markets.” 

Lacquered furnishings and padded Nubi drapes coexist with Lemaire’s characteristic elements including Enzo Mari furniture, abaca mats, and bejmat tiles inside the boutique. According to the brand, these pieces were carefully picked to create an “intimate atmosphere.” 

Lemaire was founded in 1991 by Christophe Lemaire and relaunched in 2007 after a decade at Lacoste. The brand is planning to expand its presence in Asia. 

Further reading: MBK Partners to sell Japanese jewellery label Tasaki for over $500 million