LF's Hazzys, Grown in China, Enters Hong Kong for the First Time... "Aiming for 6 Stores in 3 Years"

First Store Opens at Sogo Department Store in Causeway Bay
Showcasing a Total Collection from Men's and Women's Apparel to Accessories

LF announced on September 16 that its brand “Hazzys” is entering Hong Kong for the first time, aiming to expand its presence in the Greater China market.

On September 14, Hazzys opened its first store in Hong Kong, located on the 3rd floor of Sogo Department Store in Causeway Bay, with an area of about 66 square meters. The store showcases major collections, including men’s and women’s apparel, accessories, and signature lines such as Iconic and Hazzys Blue.

Taking into account Hong Kong’s warm and humid climate, the brand increased the proportion of lightweight products, including essential items made from thin materials that are easy to wear. In addition to the 26FW items, a selection of 26SS products was also included to address local demand.

Hazzys Hong Kong Store No. 1 Photo (3rd floor, Sogo Department Store, Causeway Bay). LF

This move is a strategy to expand customer touchpoints across Greater China, capitalizing on brand recognition and business experience accumulated in the Chinese market. About half of foreign customers at SpaceH Seoul in Myeong-dong are from Greater China, and continued inflow of Hong Kong customers through global online channels has demonstrated the market’s potential. At the global ordering event held in Seoul last January, actual purchases by Hong Kong buyers further validated this potential.

Hazzys targets working professionals in their 20s and 30s in Hong Kong, focusing on the “accessible premium” market, which bridges mainstream casualwear and high-end luxury. The brand leverages British heritage fused with Korean fashion design and fit, along with its accumulated understanding of Asian customer body shapes and preferences from its China business, as competitive strengths.

Hazzys plans to open six stores in Hong Kong within the next three years, monitoring local sales trends. It aims to expand its distribution network through major department stores and shopping malls, and will push into new markets such as Thailand and India next year.

An LF representative commented, “Based on brand competitiveness and operational experience built up over many years in the Chinese market, this entry into Hong Kong will further expand our connection with customers in Greater China. In Hong Kong, we will deliver a differentiated brand experience tailored to local lifestyles, combining the unique British heritage and contemporary sensibility of Hazzys. Building on this, we will continue to enhance the brand’s positioning and competitiveness in major global markets.”

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