Global outdoor brand Salewa has made another push into the Korean market. On the 11th, Salewa held a press briefing at its Jongno flagship store in Seoul and announced a new strategy based on products imported directly from headquarters.
Salewa, which began in Munich, Germany, in the 1930s, moved through Austria and now is based in Italy's Dolomites region. It is known for first introducing the "total outdoor" concept that spans all hiking categories, including apparel, footwear, and equipment. In Europe, it is counted alongside Mammut and Haglöfs as one of the "top three outdoor" brands, but in Korea it has failed to deliver clear results despite multiple partner changes. This is its fourth entry.
SMK Company, which is leading this reentry, signed an exclusive contract with Salewa headquarters early last year and launched full-scale operations starting with this year's spring-summer (SS) season. In particular, instead of domestically produced licensed products used in the past, it adopted a 100% direct-import model, bringing in all products directly from Italy.
Kim Gae-eul, head of marketing at SMK Company, said, "We will restore the brand power weakened during the licensing rollout with this direct-import strategy," and added, "In Korea, we will target both younger generations and enthusiasts with a focus on trekking and speed hiking."
Chief Executive Kim Yong-yeop of SMK Company said, "In a six-month test through the Jongno 5-ga flagship store, we achieved results beyond expectations," and added, "We gained confidence that our strategy targeting experts and enthusiasts hit the mark."
As of the end of last year, the domestic outdoor market is estimated by the industry at about 7 trillion won. Homegrown leaders such as The North Face, Nepa, and K2 are fiercely competing with global brands like Arc'teryx and Patagonia. Since the pandemic, demand for "light hiking" and "athleisure," especially among the MZ generation, has grown, and this shift in market trends is also cited as an opportunity factor for Salewa.
This season, Salewa is presenting a portfolio composed of apparel (55%), footwear (30%), and backpacks and other products (15%) as it seeks to reestablish its image as a "premium outdoor" brand based on functionality and technical prowess. The company said, "We will bring in product lines proven in Europe as is and provide Korean consumers with a differentiated experience."