[E-Daily Reporter Kwon Oh Seok ] “Aquascutum,” a 175-year-old British brand for which K-fashion specialist TBH GLOBAL(084870)holds the domestic license, is beginning to bear fruit in the Korean market. TBH GLOBAL announced on the 30th that, as of the end of August this year, Aquascutum’s cumulative sales had increased by 11% compared to the same period last year.

Alongside Burberry, Aquascutum is a leading British classic fashion brand that originated in the 1850s. It combines classic British heritage with a premium image and features a seasonal lineup of key items, including its signature trench coat, as well as knitwear and jackets. The brand name, Aquascutum, is a compound of the Latin words “aqua” (meaning water) and “scutum” (meaning shield), and carries the meaning of “waterproof.”
Since acquiring the Aquascutum license in 2022, TBH GLOBAL has focused on home shopping and online channels to raise brand awareness in Korea and establish stable sales channels. The company explains that its business has now gained a firm foothold as it has expanded its brand presence, particularly among high-income, premium female customers who use home shopping.
In fact, Aqua Scutum’s sales through home shopping channels this year increased by approximately 20% compared to the same period last year, driving overall performance growth. Building on this success, TBH GLOBAL plans to continue its growth momentum by expanding its home shopping broadcast schedule, diversifying its product lineup, and strengthening synergies with its own online store.
A TBH GLOBAL official explained, “Since securing the license, we have devoted considerable effort over a long period to solidify the brand’s recognition in the domestic market,” adding, “As Aquascutum is a classic brand that, alongside Burberry, epitomizes the British trench coat, we have focused on building a loyal fan base while maintaining the brand’s unique value.”