LF Chief Executive Officer and Vice Chairman Oh Gyu-sik presented 'brand-centric management' and 'global expansion' as key issues for 2025.
Vice Chairman Oh noted during a New Year ceremony for employees held on the morning of 2nd that, "This year, in preparation for the perfect storm of the adverse effects on the economy, such as high exchange rates, domestic recession, export slowdown, and social uncertainty, we will focus on investments centered around core businesses and brands while prioritizing 'overseas market expansion.'"
He emphasized, "Based on the achievements of Hazzys, Daks, Dun스트, Ate, Barbour, and Kin, which consolidated market influence and continuously expanded their customer base through brand transformation, product innovation, and customer communication last year, each brand will also undergo a 'customer-centric' transformation this year to secure differentiated competitiveness."
Vice Chairman Oh added, "Following the visible results of Hazzys and Dun스트 in overseas markets last year, we expect the full-scale global expansion of Ate Cosmetics this year," and explained that, "In addition to fashion, we will strengthen cooperation with foreign partners alongside expansion of overseas investment assets in the food and real estate sectors."
LF carried out aggressive overseas expansion centered around Hazzys and various branding activities last year. Imported brands like Barbour and Kin expanded their customer base. Dun스트 opened up the possibility of global expansion by entering the Chinese market based on its domestic success.
LF achieved significant results in non-fashion business areas as well. The corporation's real estate financial business (Koramco Asset Trust) achieved stable revenue through proactive risk management and the performance of existing commercial real estate, despite the downturn in the real estate market. The investment business (LF Investment), although in the early stages of entering the new technology finance sector, demonstrated growth potential by expanding operating assets through investments in technology, bio, and energy sectors.
The food business (LF Food) contributed to stabilizing LF's brand portfolio by actively entering the home meal replacement (HMR) market with the continuous growth of ingredient distribution centered around Monomart and the new launch of the "Hanban" brand.
Vice Chairman Oh urged, "Let's make this 'year of growth amid challenges' in the Year of the Blue Snake," and emphasized, "Only brands and corporations that are loved by customers will survive as market conditions become more difficult and uncertainties increase."