Lifework

History

2024: Entering the Russian market

In early April 2024, it became known that the South Korean brand of clothing for recreation and everyday life Lifework was entering the market Russia and. Kazakhstan The first store of the brand begins work in the shopping and entertainment center "," Fleet located in the To Moscow Khodynsky field.

The Lifework brand is aimed primarily at people who lead an active lifestyle. Its symbol is the French bulldog, which appears on all collections of the brand's clothing and accessories. As of the beginning of 2024, Lifework operates almost 170 stores in South Korea: they include six large concept centers with an area of ​ ​ 1-2 thousand square meters. In addition, Lifework has six outlets in China that started operating in 2023.

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According to TASS, Natalia Kermedchieva, vice president for new brands of the Union of Shopping Centers, co-owner of Rec + retail group, spoke about the Lifework network development project in Russia. According to her, the first Russian store of the South Korean brand, located on the second floor of the Aviapark shopping center, has an area of ​ ​ approximately 600 square meters. Within five years (until 2029), the brand plans to open up to 24 different outlets in Russia and Kazakhstan.

Natalia Kermedchieva also said that Lifework products belong to the middle price category and can be considered a competitor to Fila, Vans and Puma. Lifework's range includes T-shirts, sweatshirts, jackets, trousers and other products. The distributor of the South Korean brand in Russia was MVM group, which specializes in the retail sale of clothing, accessories and jewelry of the Spanish brands Mango, Scalpers and PDPaola. Rec + retail^[1] acts as a consultant to the transaction^[2]

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