FitFlop Expands South Korea Presence Through Samsung C&T Fashion Partnership
British footwear brand FitFlop has strengthened its presence in South Korea through an exclusive partnership with Samsung C&T Fashion, aiming to capitalize on the growing demand for stylish, science-driven footwear in one of Asia’s most influential fashion markets. The collaboration will see Samsung C&T Fashion oversee FitFlop’s retail, digital, and wholesale operations across the country, leveraging its extensive network and local market expertise.
FitFlop currently operates 22 premium shop-in-shop locations in major retail destinations, including Lotte Department Store Jamsil, Shinsegae Gangnam, and Hyundai Department Store Pangyo. Building on this foundation, the partners recently opened their first standalone concept store at Starfield Suwon Mall and plan to expand the format to 30 locations nationwide by the end of the year. The retail growth will be supported by a strong online strategy and broader wholesale distribution.
As part of the expansion, FitFlop will launch its Keith Haring Spring/Summer 2026 collection in South Korea on June 4, accompanied by an immersive pop-up experience in Seoul’s Seongsu district. The brand said the initiative reflects the rising popularity of comfort-led footwear and aligns with its strategy of combining biomechanical innovation with contemporary design. FitFlop CEO Gianni Georgiades described South Korea as a key growth market, while Samsung C&T Fashion Vice President Mooyoung Lee highlighted the increasing demand for footwear that supports both wellbeing and everyday lifestyle needs.
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