LF Mall Opens ESG Specialty Store 'Reoseu'... Leading Sustainable Future Practices

[Asia Economy Reporter Seungjin Lee] Lifestyle culture company LF announced on the 18th that it will launch the ESG (Environmental, Social, and Governance) specialty section ‘L:Earth’ within LF Mall as part of its ESG management.

The ‘L:Earth’ specialty section, combining ‘LF’ and ‘Earth,’ is an online space introducing brands and campaigns that contribute to the sustainability of nature and society. It features a selection of various brands practicing ESG values, including not only brands operated by LF but also emerging domestic and international brands, offering products embodying the value of ‘sustainability’ across all categories.

The L:Earth specialty section is an ESG project proposed by MZ generation (Millennials + Generation Z) employees who gathered ideas through an in-house talent development education program. It started with the purpose of practicing social responsibility in line with the global eco-friendly trend and changes in consumer awareness.

Major brands featured in the L:Earth specialty section include ▲women’s clothing brand ‘At Corner’ ▲vegan-certified beauty brand ‘Atte’ ▲‘TOMS,’ known for eco-friendly shoes and donation projects ▲‘Timberland,’ a brand pursuing a ‘net positive’ vision ▲‘Freitag,’ an upcycling bag brand using truck tarps ▲eco-friendly global outdoor brand ‘Patagonia’ ▲and living brand ‘Dearcus,’ which considers safety and the environment.

To commemorate the launch of the L:Earth specialty section, LF Mall will give 1,000 mileage points immediately usable on LF Mall to all customers who introduce their personally practiced sustainable lifestyles in the specialty section until the 24th. The L:Earth specialty section can be accessed through the LF Mall webpage search and the fixed area on the mobile app home screen, with a dedicated badge displayed to identify related products.

Jaek Lee, Executive Director of LF Mall CX Headquarters, said, “The ‘L:Earth’ specialty section, which started from the ideas of our employees, is a meaningful first step gathering the sincere intentions of all executives and staff to practice genuine ESG management.” He added, “LF Mall will go beyond simply providing a convenient shopping experience to incubate brands and products that realize social value and develop a virtuous cycle business that spreads the positive influence of consumption.”

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