Salewa expands into Korea’s outdoor clothing and gear market

Italian mountaineering fashion and gear brand Salewa is pursuing market expansion into Korea. After opening its first store in Seoul in March, the company said Thursday that it plans to open a second one next year, rolling out marketing strategies tailored to Koreans who enjoy outdoor fashion as part of their everyday lifestyle. Salewa CEO Christoph Engl and Chief Sales Officer Stefan Rainer shared the brand’s vision for the Korean market during a press conference at the Salewa store in Jongno 5-ga, Seoul, where global outdoor clothing and gear brands have clustered since the 1970s, turning the area into a gathering point for outdoor enthusiasts. The executives said the company will introduce lightweight outerwear for Korean consumers as well as boots, backpacks and other outdoor gear for which Salewa has made its name across Europe. Salewa was first launched in Munich in the 1930s before moving to the South Tyrol region in northern Italy. “When it comes to our products for mountaineering, we don’t compromise anything. They were all made from a technical point of view by taking in