F&F Acquires Discovery Global Trademark Rights for 110 Billion Won
Expanding Beyond Asia into Major Global Markets
Transforming into a High-Performance Lifestyle Brand
Fashion company F&F announced on the 13th that it will acquire the global trademark rights and related intellectual property (IP) of 'Discovery Expedition' from Discovery Communications in the United States for 80 million dollars (approximately 113.6 billion won). The transfer of trademark rights will proceed sequentially according to the relevant laws and procedures in each country.
F&F will now own Discovery Expedition, which it introduced to the Korean market in 2012, as its proprietary global brand for the first time in 14 years. Until now, F&F has utilized the Discovery trademark mainly for domestic sales of apparel and footwear. By promoting a "lifestyle outdoor" concept that combines everyday clothing and outdoor gear in Korea’s performance-driven outdoor market, the company has grown the brand significantly.
Recently, F&F has been expanding its business scope to the Asian market, including China. With this trademark acquisition, the company plans to extend its business platform from Asia to the global market. Additionally, F&F will broaden its offerings from lifestyle outdoor to the "active wellness" sector, which strengthens functionality and covers both daily life and outdoor activities, aiming to cultivate a high-performance lifestyle brand. Based on its experience in brand management in Korea, China, and other markets, F&F will also pursue product development, marketing, and retail strategies tailored to the characteristics of consumers in each country.
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Changsoo Kim, Chairman of F&F, stated, “‘Discovery’ is the word that best encapsulates human curiosity and the spirit of challenge, both of which have driven the progress of humanity so far.” He added, “I believe that even in the era of AI, it will remain the most important word influencing the meaning of human existence and progress.” Kim continued, “Discovery Expedition will become a brand that can have a profound impact on people’s lives in the future, and growing a brand with such values in the global market is extremely meaningful and valuable.”
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