Gabriela Hearst has entered the South Korean market via a residence within Hyundai Department Store Apgujeong Main Branch in Seoul. This marks Hearst’s first shop in Asia.
She said the brand has had this project to open a store in Asia in mind for a long time. Because of COVID-19, it became impossible to do something in China, but then the opportunity of Korea came. “We started to see there was this demand in Korea. Korea has become the market for looking at trends and what is happening,” said Hearst.
“At Gabriela Hearst, we keep a tight structure on purpose. We want all our efforts to go to the products. Everybody in our company does five jobs. The point is to have a partnership that gives you that ability to have extra manpower without having to increase your structure and still take you to a market that would have been very difficult to do independently. It is still under the umbrella of our retail department, so I have to approve all the visuals of the store.
Hearst has also worked with Gavron and Dumas for her brand’s retail installations in Aspen in partnership with Max in 2021 and in Le Bristol Paris last year, as well as shops with major U.S. retailers.
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