Swedish outdoor brand Haglofs has opened its first flagship store in South Korea in partnership with local distributor, Hayl.

Located at the base of Dobongsan National Park, the 421sqm space offers the brand’s full range of clothing, gear, and accessories.

“Opening our flagship store at Dobongsan National Park means being part of Seoul’s outdoor culture, where the metropolis meets the mountains,” said Ji-Hwan Lee, CEO of Hayl.

“With trails for both first-time hikers and experienced mountaineers, and easy access year-round, it reflects Haglofs’ belief that nature should be open, welcoming, and within reach for everyone.”

The store introduces ‘Nature Inside, Life Outdoors’, a concept designed to highlight both the human and technical aspects of the brand, providing consumers with an immersive retail experience.

“Korea represents an untapped frontier for Haglofs, and we’re confident that our trusted distributor, HAYL, will establish a strong foundation for the brand in the region,” added Daniel Stiller Cohn, head of distribution sales, Haglofs.

“Their passion and expertise make them the right partner as we bring Haglofs’ focus on innovation and sustainability to Korea.”