LF Officine Generale Opens First Domestic Store at Hyundai Main Branch

[Asia Economy Reporter Yujin Cho] Lifestyle culture company LF (CEO Kyusik Oh) announced on the 20th that the French contemporary brand Officine Generale, which it operates domestically, officially opened its first store in Korea at Hyundai Department Store Main Branch and is holding a commemorative event.

Officine Generale, which signed an official import and distribution contract with LF in January this year, is a French contemporary brand founded in 2012 by Pierre Maheo. It offers casual fashion that combines traditional tailoring with military and workwear styles, using high-quality materials from the UK and Italy and producing in Europe, boasting excellent quality. Currently, it is available in more than 120 well-known online and offline distribution channels worldwide, including Liberty Department Store in the UK, Bon March? Department Store in France, and the men's luxury edit mall Mr Porter.

The first Officine Generale store in Korea is located on the 4th floor men's wear corner of Hyundai Department Store Main Branch, with an area of approximately 50㎡ (15 pyeong). The interior of the store is designed to intuitively convey the brand’s sensibility. The space emphasizes a luxurious atmosphere by combining gray concrete materials with black steel. Additionally, gold-colored brass frames and furniture add accents, and wooden fixtures create a modern yet comfortable feeling.

Starting with the opening of the first store, Officine Generale plans to actively expand its offline distribution network by opening not only men's wear but also women's wear stores by the end of this year, targeting a broad customer base in their 30s to 50s. Meanwhile, to commemorate the opening of the first store, Officine Generale is offering a special discount of 10-30% on 2020 spring and summer season products at the Hyundai Department Store Main Branch store and LF’s official online shopping mall LF Mall until the end of this month.

This content was produced with the assistance of AI translation services.