E-Land Named New Exclusive Distributor for Running Shoe Brand "Hoka" in Korea

Deckers Officially Appoints E-Land as New Exclusive Distributor

Former Distributor Joyworks Opposes Contract Termination

ICDR Arbitration Underway... Industry Watches the Course of Domestic Business Rights

E-Land has been selected as the new domestic distribution partner for the global sports brand Hoka.

On August 20, E-Land Group announced that Deckers, Hoka’s global headquarters, has officially appointed E-Land as the new exclusive distributor of the Hoka brand in South Korea.

In an official statement, Deckers said, "We officially announce that E-Land has been selected as the new exclusive distributor for the Hoka brand in South Korea," adding, "We hope that through our partnership with E-Land, Hoka will continue to grow in the Korean market." The company continued, "We will do our best to provide sincere service to Korean consumers."

Hoka store exterior. The Asia Business Daily DB

Hoka is a global sports brand that has recently been rapidly growing in the running and outdoor markets amid a rise in the domestic running population. Under this new distribution agreement, E-Land is expected to take the lead in expanding Hoka's distribution channels and marketing in Korea. For E-Land, securing Hoka further strengthens its sports fashion business portfolio.

However, specific business plans have not yet been released. An E-Land Group representative stated, "Detailed business plans, specific matters, and official statements related to Hoka distribution will be announced after discussions between the two companies are concluded."

Industry attention is focused on the dispute between the previous distributor, Joyworks, and Deckers. Earlier this year, Joyworks was notified by Deckers of the termination of its distribution agreement, but the company has resisted the decision. In particular, Joyworks has asserted through the International Centre for Dispute Resolution (ICDR) arbitration process that it can legally maintain its Hoka business rights in Korea.

On August 10, former Joyworks CEO Cho Seonghwan also claimed at a press conference that the assault incident that prompted the contract termination was a 'pre-planned scheme' to strip the company of its Hoka distribution rights.

Now that Deckers has officially appointed E-Land as the new exclusive distributor, attention is focused on how Joyworks will respond going forward. If the dispute between Deckers and Joyworks over the validity of the previous distribution agreement and the legitimacy of the new appointment continues, it is likely to affect E-Land's rollout of the Hoka business in Korea.

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