LONDON — Anya Hindmarch said it has partnered with Shinsegae International, one of South Korea’s largest department store and mall operators.
The franchise agreement, which will take effect with the British luxury accessory brand’s fall collection, aims to increase its retail distribution in the South Korean market. Six stores are scheduled to open in the next five years within Shinsegae department stores, with the first locations at Galleria and Shinsegae in Gangnam opening in September.
“[Shinsegae International] are such serious players in the market with a complete understanding of and reputation for fashion. It is an exciting next chapter for Anya Hindmarch in the Far East,” said the designer.
Anya Hindmarch entered the Korean market in November 2014, launching at multibrand boutique Boon the Shop, which is also owned by Shinsegae.
“Following our successful launch with Boon the Shop, we have enjoyed a natural connection with Korean customers over several seasons,” said Helen Wright, chief executive officer of Anya Hindmarch.
Eva Chang, senior vice president of Shinsegae, said that the label’s humorous, trend-led pieces will appeal to the customer who is tired of classic styles and logos.
“It’s also the superior quality and bespoke services which will satisfy the local consumers who want to get their own designed handbag,” added Chang.