Handsome (020000.KS), the fashion unit of Hyundai Department Store Group, said on the 21st that it has signed an exclusive domestic retail operating agreement with Satisfy, a French high-end running brand.
Satisfy is a global running-wear specialist known for technical fabrics and distinctive design. Despite steep prices — T-shirts run in the 200,000-won range and running shorts in the 300,000-won range — the brand has built a devoted following with performance materials sourced from Europe and Japan and designs drawn from subcultures such as skateboarding.
Handsome will begin distributing Satisfy in Korea next year. It plans to introduce the full lineup of about 250 items, including running apparel, running shoes and accessories, led by the Mothtech T-shirt, which uses a vintage perforated design for added breathability, and the Justice shorts. In the first half of next year, the company will open pop-up stores in major Seoul shopping districts popular with younger consumers, followed by a flagship store in the second half. Sales will also start in the second half of next year on its official online mall, TheHandsome.com, and the online multi-brand shop EQL.
By entering the premium running-wear market, Handsome aims to extend its portfolio of overseas fashion brands into sportswear. "We plan to keep pursuing ways to expand offline channels, such as the KITH Seoul store, The Hyundai Seoul and the EQL Performance Club in Seongsu-dong," said Yoo Tae-young, executive vice president and head of Handsome's overseas fashion division. "We will identify overseas brands across a range of categories that match domestic customer demand, and expand our overseas fashion portfolio beyond its current luxury focus into areas such as sports and accessories."