LONDON — Belstaff has this week opened its first stores in Asia, with the debut of two boutiques in Seoul, South Korea. The shops are standalone units within the Hyundai Main and Hyundai World Trade Center department stores, both in Seoul’s Gangnam district. Belstaff noted that it is working with the Group Hyundai department store company to “establish a retail network throughout South Korea.” Gavin Haig, Belstaff’s chief executive officer, said that he sees the openings as “the first step in a long term investment for Belstaff in both Korea and wider Asia over the next several years.” “Our first step is in Seoul because of the influential role Korea plays today in the international world of luxury,” he added. Haig also noted that he will soon travel to Japan, where he was based for 12 years in his former role as president and ceo of both Cartier and Richemont Japan, to explore opening Belstaff stores there as part of the label’s expansion in Asia.

The Hyundai Main store in Seoul spans 540-square-feet, while the Hyundai World Trade Center store is 750-square-feet. The stores’ interiors are inspired by Belstaff House, Belstaff’s 25,000-square-foot store on London’s New Bond Street, with details such as leather armchairs and antique mirrors that contrast with industrial-looking, angular fittings in shades of black and gray .

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