F&F Co., a South Korean apparel company, has announced that it has signed a special agreement with Warner Bros. Discovery (WBD) to launch the outdoor brand Discovery Expedition to China, Japan, and Southeast Asia.
Joining its leading MLB brand, F&F plans to drive growth across the region by using Discovery Expedition’s potential. The company wants to emulate the success of MLB, which has become the foremost apparel brand in Asia.
F&F predicts a major interest in Discovery Expedition from present MLB franchisees in China and other Asian distributors. The company plans to launch its first Discovery Expedition store in Shanghai this year and intends to enlarge to 100 stores in China by the end of 2025.
Eventually, F&F plans to set up Discovery Expedition as the topmost outdoor brand in Asia.
MLB, which previously operated in China, Singapore, Thailand, Malaysia, Indonesia, Vietnam, the Middle East, and India, accounted more than 1 trillion won (US $ 724 million) in international sales last year and is predicted to double that figure this year.
