‘Beyond Borders, Toward Asia’…Discovery Expands its Business Stage

F&F secures the Asia license for ‘Discovery’
Chairman Kim Chang-soo: “Striving to become a leading global brand”, ‘[Edaily 경계영 Reporter] F&F’s outdoor brand ‘Discovery Expedition’ is expanding its business stage to Asia.’,
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, ‘F&F (383220) announced on the 29th that it has signed an exclusive contract with Warner Bros. Discovery (WBD), the U.S. home of the Discovery brand, to enter China, Japan, and Southeast Asia.’,
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, ‘Previously, F&F disclosed that it had acquired exclusive licensing rights to the Discovery trademark for 52.4 billion won on the 17th. The license is valid until the end of 2039, and F&F also secured the first negotiation rights for an additional 15-year extension after 2039.’,
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An image from the Discovery Expedition featuring actor Byun Woo-seok. (Photo: F&F)

, ‘By applying the successful formula of F&F’s ‘MLB’ entry into Asia, Discovery aims to quickly establish itself as the top outdoor brand in the Asian market. In China, they plan to open 100 stores by the end of next year starting with the first store in Shanghai by the end of this year.’,
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, ‘With the slogan “The world is full of joy,” Discovery entered the outdoor market centered around hiking in 2012. Following the sale of 500,000 long padding coats in 2017, they proactively attempted digital transformation and achieved double-digit growth each year even during the COVID-19 period.’,
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, ‘Chairman Kim Chang-soo of F&F held a town hall meeting with former members of the Discovery brand on the 25th at the headquarters, emphasizing that Discovery will grow into a leading global brand based on the optimized system of production, logistics, distribution, and marketing established by MLB. He also stressed that it should play a pivotal role in the global expansion of K-fashion brands.’,
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, ‘During this summer, Chairman Kim introduced cool-touch fabric event t-shirts, stating, “In Korea, there are 50 million people, and in Asia, there are 1 billion people enduring hot summers,” and urging to “rescue 1 billion people from the heat by using the cool-touch technology of these fabrics.”‘,
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, ‘F&F expanded into China with the MLB brand, and in 2022, they surpassed 1 trillion won in overseas consumer sales, entering Singapore, Malaysia, Indonesia, Thailand, Vietnam, India, the Middle East, and more.’,
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The exterior of the Discovery Expedition flagship store on Garosu-gil in Sinsa-dong, Seoul. (Photo: F&F)

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