F&F to expand Discovery brand across Asia

F&F Co., a South Korean clothing company, said on Monday it signed an exclusive deal with Warner Bros. Discovery (WBD) to bring the outdoor brand to China, Japan, and Southeast Asia.

With Discovery Expedition joining its existing flagship MLB brand, F&F aims to accelerate growth across the region.

It plans to replicate MLB's success, which has become the top apparel brand in Asia.

F&F expects strong interest in Discovery Expedition from existing MLB franchisees in China and distributors in other Asian markets.

The company plans to open its first Discovery Expedition store in Shanghai this year. It aims to expand by 100 stores in China by the end of 2025.

Ultimately, F&F seeks to position Discovery Expedition as the leading outdoor brand in Asia.

MLB, already present in China, Singapore, Malaysia, Indonesia, Thailand, Vietnam, the Middle East, and India, generated over 1 trillion won ($724 million) in overseas sales last year and is on track to double that this year.

Write to Sul-Li Jun at sljun@hankyung.com