[Edaily Reporter Shin Ha-yeon ] #AU BRANDZ Co., Ltd is accelerating its overseas business expansion, led by Rockfish Weatherwear’s entry into Singapore and the expansion of its stores in China.

AU BRANDZ Co., Ltd announced on the 11th that Rockfish Weatherwear opened a new store on the 8th at ION Orchard, one of Singapore’s leading premium shopping malls.

ION Orchard is a premium shopping mall located on Orchard Road in Singapore and serves as a major commercial hub in Southeast Asia, home to global fashion and luxury brands. AU BRANDZ Co., Ltd plans to utilize this store as a strategic hub to target both local consumers and global tourists, and to expand into the Southeast Asian market in the future.

Around the time of the opening, the brand’s online exposure also increased. According to the company, approximately 500 influencers worldwide posted content related to Rockfish Weatherwear. The company’s strategy is to boost local brand awareness by combining its presence in key offline retail districts with online marketing.

In China, the company is accelerating its store expansion. AU BRANDZ Co., Ltd opened 11 new stores in China during the second quarter of this year and continued to open additional stores in July, bringing the total number of stores currently in operation to 25. The goal is to increase the number of stores in China to 40 by the end of the year.

In the second quarter, the company opened new stores in Shanghai’s Gangfei Henglong, Nanjing’s Wanxiang Tiandi, Wuhan’s Xinchengdi, Zhengzhou’s Zhenghongcheng, Xi’an’s Wanxiangcheng, Chengdu’s JM STREET, Nanjing’s KINGMO, Tianjin’s MIXC, Nanning’s MIXC, Chongqing’s Shidai Chengjia, and Chengdu’s Wuhou Dayuecheng. In July, the company continued its expansion with new stores at Shanghai Bister and Guiyang MIXC, among others.

In particular, according to the company, the recently opened stores at Shanghai Bister and Guiyang MIXC have been generating sales that exceed the average for Chinese stores from the very beginning.

Based on the brand demand it has secured in major cities such as Shenzhen, Beijing, Shanghai, Hangzhou, and Chengdu, AU BRANDZ Co., Ltd is expanding its retail network to Nanjing, Tianjin, Nanning, Guiyang, and Chongqing. The company plans to strengthen its sales base by expanding the number of stores and focusing on key commercial districts in major consumer cities.

This expansion of overseas operations is part of the “One Asia Platform” strategy announced at the “2026 FW GLOBAL SUMMIT” held in Shanghai, China, last May. The core of this strategy is to establish an integrated Asian operating system by connecting South Korea’s branding and content capabilities with China’s retail, production, and supply capabilities, as well as local distribution networks in Japan and Southeast Asia.

AU BRANDZ Co., Ltd. plans to significantly increase the contribution of its overseas business to overall performance, driven by sales growth from the expansion of its stores in China and its entry into the new market of Singapore.

AU BRANDZ Co., Ltd. stated, “The opening of the store at ION Orchard in Singapore marks a symbolic starting point for Rockfish Weatherwear to demonstrate its brand competitiveness in Southeast Asia’s premier retail market,” adding, “Since the opening, content from over 500 influencers worldwide has been spreading, and we are seeing positive reactions from both local and global consumers.”

The spokesperson continued, “In China, we have established a network of 25 stores through the opening of 11 new locations in the second quarter and additional openings in July.” They added, “In the second half of the year, we will proceed without delay toward our goal of 40 stores in China, and we will expand brand buzz and consumer touchpoints in key Asian hubs such as Singapore and Hong Kong to strengthen a structure where overseas growth makes a substantial contribution to our financial performance.”