Oberalp expansion in Asia

The Oberalp Group, owner of the Dynafit and Salewa brands, is expanding its business operations and strengthening its position in the growing Asian market.

Dynafit, with license partner K2, has now opened its own flagship store in Seoul. Situated in a central location, right in the middle of the Gangnam district, the store offers a stylish and creative environment to showcase the Dynafit collection.

Dynafit is now available in 70 stores in South Korea, including franchise, where the brand is positioned as dynamic, technical, for speed and endurance; both an athletic and a lifestyle brand. The focus in the region is particularly on summer and soft goods collections.

Benedikt Böhm, Dynafit general manager, said: “The new flagship store in Seoul perfectly reflects us as a brand. Gangnam plays a pivotal role in terms of setting trends, and the Dynafit Store has already become the talk of the town. We are excited that our newest showcase has found such a great reception, and that the Koreans are standing in lines to be able to see the collection.”

Oberalp, together with distribution partner K2, is also expanding Salewa’s position in Asia. There are now over 60 Salewa stores in Korea, underlining its position as a leading mountain sports brand which is acting globally and meeting demand in the growing Asian market.

Oberalp expansion in Asia

Stefan Rainer, Salewa general manager, said: “Korea and Japan are the most important and most developed markets in Asia. Together with K2, we have successfully exported Salewa’s powerful brand presence to the Asian market. For Asian stores, there are naturally different requirements in terms of trends, designs and fit. We are ensuring that we respond to the demands of the market. However, this is and will remain underpinned by our Salewa DNA, which is formed in the heart of the Dolomites.”

Claes Broqvist, Global Chief Sales Officer, Oberalp Group said: “South Korea, Japan and China are the most highly developed markets in Asia, and this is where we see significant growth potential for our brands. However, there is also huge potential for growth in other ‘tiger’ economies like Vietnam, Thailand, Indonesia and Malaysia which we aim to capture as well. In the last 18 months, 71 stores have already been opened in South Korea. Our motto, ‘Speed Up,’ couldn’t be a more fitting way to describe these developments.”

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