Sporty & Rich officially lands in South Korea Securing exclusive rights to Lotte GFR First store at Lotte Jamsil branch in April
![Blackpink Lisa wearing Sporty & Rich ball cap. [Picture = LISA's Instagram]](https://wimg.mk.co.kr/news/cms/202503/24/news-p.v1.20250324.13d2236c145f4aaebdd4bfba413e92ae_P1.png)
Sporty & Rich, famous for its luxury casual brand, will officially enter Korea. Lotte Group (GFR), a fashion subsidiary of Lotte Shopping, has won exclusive rights to Sporty & Rich in Korea.
On the 24th, Lotte GFR is scheduled to open its own SPOTY & RICH store at Lotte Avenue L World Tower branch on April 1. To commemorate this, an opening event will also be held on April 2 to commemorate the official launch of the brand.
In addition, a pop-up store will be opened at Lotte World Mall on May 22 to widely inform consumers of the official entry of Sporty & Rich.
![Blackpink Jennie in Sporty & Rich x Adidas collaboration T-shirt [Picture = Jennie Instagram]](https://wimg.mk.co.kr/news/cms/202503/24/news-p.v1.20250324.9d63e7ab460a4e59ad00580940133c33_P1.png)
Sport & Rich was created in 2014 by Emily Oberg, an American influencer and former editor of global fashion brand KITH, and is a fashion brand that combines wellness and retro sports.
It became famous by being loved by Hollywood stars and celebrities for its luxurious yet comfortable silhouette. In Korea, famous stars and celebrities such as Black Pink Jenny, Lisa, Song Hye-kyo, Hyun-ah, and Le Seraphim Kim Chae-won are known for their plain clothes fashion.
![Song Hye-kyo wearing a sporty and rich sweatshirt [Picture = Song Hye-kyo Instagram]](https://wimg.mk.co.kr/news/cms/202503/24/news-p.v1.20250324.f40411ee43904483a0df844d558f3dfb_P1.png)
It features vintage colors and comfortable fit inspired mainly by the classic sports style of the United States in the 1980s and 1990s. In particular, T-shirts, hoodies, sweatpants, and training sets are introduced, and the most popular products are sweatshirts. The price range is between 200,000 won and 300,000 won, and hats are sold for between 120,000 won and 150,000 won. Recently, it has received a lot of attention from fashionistas at home and abroad by launching a collaboration collection with Adidas.
An official from Lotte GFR said, “The key keyword of the brand is wellness, and as a brand pursuing wellness, we will introduce clothes that can be comfortably worn like ONE MILE LOOK as the main item,” adding, “We are also planning to expand our store in the second half of the year.”
Meanwhile, Lotte GFR is a corporation launched in 2018 by integrating NCF, Lotte Shopping’s fashion subsidiary, and Lotte Department Store’s global fashion division.
Lotte Group was established to grow its fashion business in earnest, but it has recently focused on strengthening its internal stability as it is struggling with continued deficits. There were once 12 imported brands such as Hula and Aigna, but most of them were organized leaving only “brand to be made” to improve profitability. Currently, Lotte GFR’s imported brands are “Genzo,” “Canada Goose” and “Kawwe.” As a result, operating losses, which amounted to 19.4 billion won in 2022, decreased sharply to 9.1 billion won in 2023 and 5.7 billion won in 2024.
Lotte GFR is planning to aim for a rebound in its performance by targeting new consumers through Sporty & Rich and trying to differentiate it from existing brands.
“We plan to focus on reducing costs and improving profit structure this year so that we can turn into a surplus next year,” a Lotte GFR official said. “At the same time, we are considering launching various brands in addition to Sporty & Rich to secure growth engines.”
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