All Saints has launched in Asia with the opening of a concession in department store Shinsegae Centum in Seoul, South Korea.
Four further points of sale will launch in September and October in department stores Shinsegae Main and Shinsegae Gangnam in Seoul and a stand-alone store in the Coex Mall in Gangnam.
An All Saints outlet store will also open at Simon Yeoju Outlet in the region.
The retailer, which will run the stores directly, will also launch a Korean website. It has recruited Korean staff in its London base to provide customer service after care.
All Saints chief executive William Kim said: “For All Saints the Korean market has strategic value in that it is widely perceived as a fashion leader in the region and reflects our brand DNA and East London attitude.”
“Launching in Asia is a huge step for any brand and we wanted to ensure we entered with humility. The decision to employ Korean talent locally and in London represents the brands commitment to authentically align itself to the region in which it is located.”
All Saints’ Korean stores will carry a range of the brand’s British collection as well as technology aimed at enhancing the shopping experience. In-store digital display screens in will showcase the latest brand innovation and creative content produced by the retailer.
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