LF 'Deunst', Establishes Chinese Corporation... "Leading K-Fashion in the Global Market"

LF Subsidiary Brand 'Deonseuteu'
Early Brand Launch Expansion into China

LF subsidiary Citydots' millennial casual brand ‘Dunst’ announced on the 29th that it has established a Chinese corporation. The ambition is to strengthen sales channels in China and expand its foothold as a global K-fashion brand.

Dunst started as an internal venture project within LF in 2019. After two years, it launched as an independent corporation, Citydots. True to its brand name meaning ‘formless,’ Dunst presents collections each season that cross boundaries of gender and the lines between formal wear and casual wear. Since its launch, Dunst has recorded high growth rates every year, growing more than tenfold in about four years. In 2023, its fifth year, sales exceeded 40 billion KRW.

Dunst is also receiving positive responses overseas. It currently operates in department stores and online/offline select shops across 20 countries in the Americas, Europe, and Asia, including the United States, Canada, Italy, France, the United Kingdom, China, Hong Kong, and Japan.

Among these, the Chinese market is a place where Dunst has invested significant effort over a long period. Since the brand’s early days, Dunst has operated a dedicated brand pavilion on China’s ‘Tmall Global.’ Dunst has been recognized in China for its stylish fit and quality, showing solid growth. Last year, Tmall Global sales grew by 56% compared to the previous year, and the Tmall Global store’s follower count reached approximately 190,000.

The establishment of the Chinese corporation is being carried out through E-Land’s E-Innovation Valley (EIV) Korea-China Business Center, which was completed last year. Dunst is the first brand in E-Land’s Korea-China Business Center. E-Land plans to provide a ‘one-stop’ service covering the entire process of infrastructure setup needed in the early stages of corporation establishment, based on its business know-how and network in China.

Dunst will begin sales through the Chinese corporation starting with the fall/winter season this year. In addition to the currently operated Tmall Global, it plans to strengthen sales on major Chinese domestic platforms such as Tmall China Domestic Shop, Douyin Shop, and Xiaohongshu Shop. The brand intends to apply differentiated content centered on style, diverse pop-up stores that blend online and offline experiences, and live commerce strategies tailored to the local Chinese market, based on its domestic growth strategies.

Yoo Jae-hyuk, CEO of Dunst, said, “Dunst, which marks its 5th anniversary this year, has continuously verified the possibility of expanding the brand onto the global stage. Starting with the establishment of the Chinese corporation, we will actively pioneer overseas sales channels and expand our influence as a leading K-fashion brand.”

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