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![[Source: Handsome]](https://file.mk.co.kr/meet/neds/2022/08/image_readtop_2022_700823_16600181965132233.jpg)
[Source: Handsome]
South Korean fashion brand Handsome is launching a premium golf label to ride on the Korean golf apparel boom in partnership with the Hyundai department store group of French high fashion house Lanvin.
Handsome has announced that he will announce the new golf wear brand “Lanvin Blanc” to add to the fragrances and mid-range foreign fashion brands of Korea’s Lanvin co-developing division. The French fashion house will try golf clothes for the first time in Korea.
While Handsome has previously released golf apparel lines with flagship brands SJYP and Tommy Hilfiger, this is the first time this Korean fashion house has created a full brand for golf apparel.
The collaboration between the two companies comes at a time when the Korean golf apparel market is adapting to the growth of golf in the wake of the Covid-19 pandemic. According to the Korea Entertainment Industry Institute (KOLE), the golf apparel market is expected to reach a record 6.3 trillion won ($4.8 billion) this year.
This is not the first collaboration between the two. Handsome Lanvin has only distributed in Korea since 2007. Lanvin has recently gained popularity among the younger generation in Korea, and its annual sales in Korea are expected to exceed the 100 billion mark, a first for a foreign brand in Korea.
Lanvin Blanc golf jackets range in price from 490,000 won to 2 million won, with prices ranging between 238,000 and 898,000 won, relatively reasonable for a premium brand.
Handsome Lanvin Blanc will open offline stores this month at four Hyundai Department Store branches and sell online through its official website. Lanvin Blanc plans to expand the number of offline outlets to 10 in the second half of this year, especially in major stores, and is planning to win 30 billion in sales in three years.
By Kang Young-won and Susan Lee
[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]
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