Japanese lifestyle brand DAIWA PIER39, which fuses the functionality of fishing wear with an urban sensibility, announced that it has wrapped up its first Korean pop-up store at KREAM Dosan Store. The pop-up marked the brand's first official move into the Korean market. Built around the brand philosophy of serving as "a bridge that seamlessly connects nature and the city," it presented the 26 Fall/Winter collection and the brand's identity under one roof.
The pop-up store opened with a Korean market launch event on September 17 and ran for 14 days. It was originally slated to close on September 23, but the brand said it extended the run through the end of September in response to strong customer support and on-site demand. About 400 guests, including media, industry insiders and creators, attended the launch event on September 17.
According to the brand, a steady stream of visitors came to experience DAIWA PIER39 in person throughout the pop-up's run, which included the Chuseok holiday, and cumulative sales reached KRW 100 million. The brand called the result a smooth start in the Korean market.
The 26 Fall/Winter collection on display was rooted in functionality and practicality, with pieces designed to fit naturally into everyday city life. The brand said outerwear such as lightweight jackets for fall proved popular, along with innerwear and sweatshirts suited to layering across a range of styles. Shirts drew a particularly strong response, the brand noted, as they can be worn on their own as well as layered underneath or over other pieces as outerwear.
The brand also reported a positive reception for its pop-up-exclusive novelties, a GORE-TEX knapsack and a tote bag, which were given to customers with purchase. According to the brand, the pop-up drew interest from women as well as its existing male customer base, giving it an opportunity to reach a broader audience.
"This pop-up store was designed as a chance for DAIWA PIER39, a brand built on functionality and practicality, to show a wider range of styles as both urban utility wear and a fashion brand," a brand representative said. "Although it was a short run, it was a meaningful opportunity to introduce our philosophy and identity and to connect directly with customers." The representative added, "We will continue to present DAIWA PIER39's values and style through the many environments and contexts in which our products are actually used, and we will keep expanding our touchpoints with Korean customers."
DAIWA PIER39 is currently available through the KREAM online store, KREAM Dosan Store, The Hyundai Seoul and Lotte World Mall. In November, as outerwear season gets fully underway, the brand plans to host a program where customers can learn firsthand about its materials and functionality. Further updates are available on DAIWA PIER39's official Instagram account.
