Lotte Home Shopping on Monday announced a strategic move into overseas brand imports as part of its future growth initiatives. The company aims to discover global fashion and accessories brands that have not been introduced in the Korean market yet, then sign business contracts to officially import and feature these exclusive brands.

Unlike the products typically featured on Lotte Home Shopping channels, the imported items will be sold on external shopping platforms such as fashion specialty malls and multi-brand stores. The company also plans to implement brand marketing strategies, including influencer collaborations, advertisement campaigns, and short-form content production.

The inaugural products for Lotte Home Shopping’s new venture include French fashion watch brand LAPS, for which the Korean company secured exclusive domestic distribution rights after eight months of meticulous efforts, and Italian eco-friendly fashion brand OOF Wear, which is inspired by the works of American pop artist Edward Ruscha. OOF Wear focuses on sustainable fashion, using recycled plastic and vegan fur, catering to the younger demographic’s environmentally conscious preferences.

The four new OOF Wear products, including knit T-shirts, were unveiled on March 7th, 2024, via SSF Shop, a fashion and lifestyle mall operated by Samsung C&T’s fashion division. LAPS will be released on SSF Shop in April and then expanded to SSG.com and other sales channels.

Lotte Home Shopping formed a global sourcing team last year to manage the import and operation of these global brands. The company has ambitious plans to actively explore overseas brands for potential placement in offline channels, such as department stores, moving forward.

By Pulse

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