Premium outdoor brand BLACKYAK (Chairman Kang Tae-sun) announced on the 13th that it has signed an exclusive distribution and licensing agreement for the Japanese market with SHIFFON, a Japanese fashion and lifestyle company. The company plans a two-track approach that combines distribution and licensing to build its presence in Japan over the mid to long term.
SHIFFON runs a diverse set of distribution channels spanning retail and D2C, along with OEM and ODM manufacturing capabilities. Its portfolio covers a broad range of categories, from outdoor and sportswear to ski and snowboard apparel. According to BLACKYAK, SHIFFON has led brand discovery and distribution in Japan's outdoor market, where mountain culture runs deep and consumers are notoriously demanding. SHIFFON said it chose BLACKYAK for its "high level of technical reliability and outstanding brand management capabilities."
The launch will be phased. Starting with the high-performance DNS Collection in February next year, the brand will introduce trekking and trail-running products in sequence. From the Fall/Winter 2027 season, distribution will expand to specialty outdoor and sporting goods stores. A licensed line, co-planned and co-developed by the two companies to reflect Japanese market trends, will launch separately in 2027 through fashion and lifestyle channels.
The strategy for growing the customer base is also staged. In the early phase, the brand will lead with technical performance to target serious mountain enthusiasts. It will then extend into outdoor products suited to casual, everyday wear. The idea is to first establish brand credibility through high-performance lines, then broaden its reach to lifestyle demand.
The agreement runs for five years. Both companies stressed that the partnership aims to build the brand over the mid to long term rather than secure a short-term retail entry. Sales channels will be diversified across specialty outdoor and sporting goods stores, department stores, select shops, and the brand's own online store and D2C channels.
The deal extends BLACKYAK's ongoing global expansion strategy. Since unveiling a global campaign in March, the brand has stepped up its push into overseas markets. The campaign puts its founding Himalayan Original spirit and the competitiveness of its high-performance products front and center. BLACKYAK has relaunched its online channels and released global campaign films to deliver a unified brand message. It has also strengthened its offline presence in key markets such as China and Germany. In August, it partnered with local distributor Imers Group to strengthen its distribution capabilities and expand its brand footprint in Taiwan.
"This is especially meaningful because the technical expertise we have built through Himalayan field testing and our competitiveness as a high-performance brand have been recognized in the Japanese market as well," said Kang Joon-seok, President and Head of Management Strategy at BLACKYAK. "Through our collaboration with SHIFFON, we will effectively deliver BLACKYAK's distinctive products and brand values to Japanese consumers and solidify our position as a global premium outdoor brand."
