LF Corp., which operates the U.S. urban outdoor shoe brand "Keen (KEEN)," said on the 14th it will open Keen's first standalone flagship store in Korea on Jeju Chilseong-ro. The plan is to broaden consumer touchpoints by linking the brand identity, which has emphasized activity in nature and sustainability, with Jeju's regional characteristics.
The Jeju store uses recycled wood, reprocessed from old lumber, as the main interior material and places basalt and plantings symbolizing Jeju throughout the space. It combines the region's unique natural elements with the brand's eco-friendly philosophy.
The location was set as Chilseong-ro, Jeju's representative fashion and shopping street. It is about a 20-minute drive from Jeju Airport and is dense with fashion and outdoor and sports brand stores. LF Corp. also said it considered the movement paths of customers visiting Jeju for hiking and trekking.
The lineup ranges widely from lifestyle products to functional products for full-fledged outdoor activities. It will present the new fall-winter (FW) 2026 collection of the representative steady seller "Jasper (JASPER)" along with hiking products such as "Targhee (TARGHEE)."
The "Madhappy" collaboration product, officially released on the 15th, will also be unveiled first at the Jeju flagship store. To mark the opening, customers who purchase over a certain amount will receive gifts such as a key ring and a bandana.
Keen plans to grow the space beyond a simple retail store into a brand community by operating outdoor activities and region-linked programs that leverage Jeju's nature and terrain, with the Jeju flagship as a hub.
A Keen official said, "We aim to make the Jeju flagship store not only a place to experience Keen's products and brand philosophy but also a hub where customers can experience diverse activities and culture in Jeju," adding, "We will continue to showcase Keen's unique lifestyle through various content going forward."