[E-Daily Reporter KYUNG GYEYOUNG ] Fashion and lifestyle company SJ Group Co., Ltd.(306040)announced on the 16th that it will open the first domestic flagship store for the French hair accessory brand “Alexandre de Paris” (ADP) at LCDC SEOUL in Seongsu-dong, Seoul.

ADP is a hair accessory brand founded in Paris, France, in 1971 by Louis Alexandre Le Mont, a designer who styled the hair of Hollywood actresses such as Jacqueline Kennedy, Audrey Hepburn, and Grace Kelly, as well as members of European royal families. In South Korea, the brand gained popularity after former national rhythmic gymnast Son Yeon-jae personally purchased the products and featured them on social media.

Following Helen Kaminski, which is well-known for its handcrafted raffia hats, SJ Group Co., Ltd. plans to target the “luxury headwear” market by securing exclusive distribution rights for ADP in Korea. Since signing a distribution agreement with ADP last year, SJ Group Co., Ltd. has operated pop-up stores at the main branches of Lotte and HYUNDAIDEPARTMENTSTORECO.,LTD., as well as the Shinsegae Co.,Ltd. Department Store Centum City branch, to validate ADP’s market potential. Demand for gifts was high, and there was also an increase in Namsung customers purchasing the products directly.

Guided by the philosophy of presenting hair accessories as fashion items, ADP’s products are crafted by artisans in French workshops. They are characterized by the use of premium Italian acetate, which enhances the material’s natural color and luster, along with exquisite finishes and superior comfort. Its signature collections include the “Timeless Basic” line, which complements a variety of styles, and the “Liserai” line, which features a striking harmony of beige and black.

To celebrate the store opening, ADP is offering a 10% discount to customers visiting the store through the 31st.

An official from the ADP division of SJ Group Co., Ltd. stated, “ADP enjoys high international recognition as a global luxury accessory brand, which is why we chose Seongsu-dong—a destination for both international visitors and trendy local customers—as our first store in Korea,” adding, “We plan to actively expand the domestic ‘premium hair accessory’ market.”