[Edaily Reporter KYUNG GYEYOUNG ] HAZZYS, a premium contemporary casual brand operated by LF(093050), is expanding into Hong Kong. Following its entry into mainland China, the brand aims to establish itself as a premium brand in the Greater China region by expanding into Hong Kong.

HAZZYS announced on the 16th that it opened a 66-square-meter store on the third floor of the SOGO department store in Causeway Bay, Hong Kong, on the 14th. Causeway Bay is one of Hong Kong’s premier shopping districts.

At its first Hong Kong store, HAZZYS is showcasing men’s and women’s apparel and accessories. To accommodate Hong Kong’s year-round mild and humid climate, the brand has increased the proportion of basic items made from lightweight fabrics. The store features the 2026 Fall/Winter (FW) collection, as well as a selection of 2026 Spring/Summer (SS) items suited to Hong Kong’s climate.

Having established itself as a premium casual brand in China, Hedge aims to further strengthen its brand competitiveness in the Greater China region by expanding into Hong Kong. Hong Kong is a world-class shopping and tourism hub representing Asia, home to a diverse array of global brands and consumers, making this expansion strategically significant. In Hong Kong, Hazzys plans to target the “accessible premium market”—the segment between mass-market casual wear and high-end luxury—by reinterpreting authentic British heritage with a modern sensibility.

Hedges has already confirmed the growth potential of the Hong Kong market: customers from Greater China account for half of the foreign clientele at its flagship “Space H Seoul” store in Myeongdong, Seoul, and Hong Kong customers are steadily increasing on its global online channels. The brand plans to strengthen its competitiveness in Hong Kong by leveraging its understanding of Asian customers’ body types and preferences—gained through its experience in the Chinese market—as well as its localization expertise.

Starting with this first store, Hazzys plans to expand its business in Hong Kong in phases. The company aims to open six stores within three years, focusing on major department stores and shopping malls. It is also considering expanding into markets such as Thailand and India next year.

An LF official stated, “In Hong Kong as well, we will present a differentiated brand experience tailored to the lifestyles of local customers, based on Hazzys’ unique British heritage and modern sensibility,” adding, “Building on this, we will continue to strengthen the brand’s position and competitiveness in major global markets.”