LF Officially Launches Hedgren, a Belgian Brand for Casual Bags in F/W 2015
Starting this F/W 2015, LF (Bon-Keul Koo CEO of www.lfcorp.com) will officially launch Hedgren, the premium brand for Belgium-made bags, and take its first dip into the Korean market.
Hedgren, the renowned Belgian brand for premium casual bags, was created by bag designer Xavier Kegels who is also the founder of Kipling, the go-to brand for casual bags. As a global brand recognized for its firm design and high quality with a heritage of over 20 years, Hedgren is currently expanding its presence in Europe, Asia, and the U.S.
Targeting teenagers, including men and women in their 20s to 30s, Hedgren introduces casual bags of various styles, such as backpacks, tote bags, and messenger bags, optimized for the trendy urban lifestyle. The brand also offers a luggage collection for practical travelers who enjoy leisure.
In particular, Hedgren’s functional bags with modern designs and moderate details—under the core values of simplicity and perfection—also come at a reasonable price, which ranges from KRW 100,000 to a little over KRW 200,000, thus leading to the immense popularity of the brand.
In S/S 2015, LF introduced a few Hedgren items in the Korean market as a pilot test; rest assured, the Korean customers loved the design and quality of Hedgren bags. The first round of imports—Hedgren’s steady seller JAMM from the HYPE collection—was sold out.
In the upcoming F/W season, LF will introduce the flagship product of Hedgren, the HYPE collection, with additional colors and lines. The company will also present the NATURAL FLARE collection, a more sophisticated and feminine collection for women, and the BACK and PACK MIX collection which features unique color blocks. A luggage line for travelers will also be released.
“Hedgren has all the elements that customers want: the European perception of luxury and moderate design as well as firm functionality, thus making it the optimal brand for both daily use and travel purposes. From the official launch in F/W 2015, LF will present a variety of items and styles that meet the tastes of Korean customers. We want to carry on the brand value of the global bag manufacturer Hedgren in the Korean market,” says Yu-mi Lim, the head of the Imported Accessories Business at LF.
As arranged by LF, the new Hedgren products for F/W 2015 will be released in the RAUM VOYAGE and RAUM EDITION stores nationwide including their online shopping mall (www.raumedition.co.kr) and the RAUM EDITION mobile application.