Vivian Expands Nationwide Distribution Network of German Premium Brand ‘FRAAS’... Strengthens Global Business

Fashion company Vivian is accelerating the strengthening of its global fashion business by expanding the domestic distribution network of the German premium accessories brand FRAAS.

On June 8, Vivian announced that it has expanded the number of FRAAS stores, which it operates exclusively in Korea, to 29 locations nationwide, centered around major department stores such as the main branch of Hyundai Department Store and Shinsegae Department Store. The company explained that it is rapidly increasing its points of contact with consumers through this expansion.

Founded in Germany in 1880, FRAAS is a premium fashion accessories brand with a 146-year heritage, recognized for its craftsmanship-based high-quality yarns and distinctive design competitiveness. FRAAS also operates design houses in five major cities around the world and is known for emphasizing a modern and original sensibility, rather than a purely classic image.

The brand’s main product lines include mufflers and trendy scarves featuring sophisticated craftsmanship, as well as cashmere gloves and beanies that have also received positive feedback from consumers.

In particular, its lightweight parasol, which uses carbon materials to reduce its weight to approximately 130 grams, is attracting attention for its excellent portability. This product is highlighted for its high-performance features such as a UPF50+ ultraviolet protection factor and special blackout materials that effectively block external heat.

A Vivian representative explained that the company is expanding its overseas brand business in order to evolve from a lingerie-focused business into a global fashion company encompassing the entire customer lifestyle.

A company official stated, “Through FRAAS, which embodies the high-quality competitiveness and modern sensibility unique to Germany, we are proposing differentiated styles to Korean consumers. Going forward, we plan to continuously expand our distribution network and product lineup to further strengthen our global fashion business.”

With the expansion of FRAAS’s distribution network, Vivian is moving beyond its image as a lingerie-focused company and strengthening its global premium fashion brand business as it seeks new growth drivers.

This content was produced with the assistance of AI translation services.