South Korean major lifestyle and fashion company LF Corp. is aggressively expanding the global footprint of its flagship brand Hazzys, setting its sights on topping 1 trillion won ($684.12 million) in annual sales for the first time in 2025 as the brand celebrates its 25th anniversary.

According to LF and industry sources Tuesday, Hazzys has adopted “global” and “young” as its two key strategies for the year. The brand plans to strengthen its position as a leading K-fashion casualwear label by expanding overseas retail channels, collaborating with global brands, and enhancing product quality.

Currently present in China, Taiwan, and Vietnam, Hazzys is set to enter the Middle East, India, and Europe in the latter half of 2025 to diversify its global revenue streams. In China, where it has already established itself as a premium casual brand, Hazzys aims to solidify its high-end image. The brand entered the market in 2007 via a licensing agreement with Baoxiniao Group, one of China’s top three menswear companies, and now operates over 530 stores across the country. The brand recorded double-digit annual growth for two consecutive years in 2023 and 2024.

LF credits its success to a differentiated strategy from many other Korean brands that entered China with mid-to-low pricing. “Unlike other domestic brands that positioned themselves as mid-tier, Hazzys maintained the same product pricing, design, and material quality as in Korea from the outset, allowing it to establish itself as a premium brand,” an LF official said.

Hazzys’ Taiwan business has also gained momentum, fueled by the ongoing popularity of Korean culture. The brand, which became the first Korean fashion label to enter Taiwan in 2013, now operates around 20 stores, including a flagship location in Pacific SOGO, the island’s largest department store. Like its approach in China, Hazzys is pursuing aggressive marketing strategies in Taiwan to sustain its upward trajectory.

In addition to global expansion, Hazzys is focusing on attracting younger consumers, recognizing the importance of the 20s and 30s demographic for continued growth. The company has been heavily investing in HIS Hazzys, its youth-oriented sub-brand that launched in 2021. As a result, the share of 20s and 30s customers in Hazzys’ overall customer base grew from 30 percent in 2020 to 40 percent in 2023.

HIS Hazzys reinterprets the brand’s identity with a trendier, gender-neutral approach, featuring minimalist designs that avoid logos and silhouettes that embrace fluid fashion trends. To further strengthen its youth-oriented appeal, Hazzys appointed Benjamin Brown, a designer born in the 1990s who has worked with Kith, Aimé Leon Dore, and other high-profile global brands, as the new creative director. His debut collection for HIS Hazzys is set to launch in the fall/winter season of 2024. The company is also considering opening standalone stores for HIS Hazzys and expanding the sub-brand internationally.

With Hazzys achieving sales in the 900 billion won range in 2024, industry watchers predict that the brand is on track to become a 1-trillion-won brand this year thanks to its international expansion and strategic youth-focused initiatives.

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