Korean fashion brand Layer signs exclusive licensing deal with Marithé François Girbaud

Marithé François Girbaud’s rebranding in Korea led to $74m in sales.

South Korean fashion brand LAYER has completed an exclusive licensing agreement in Asia for the brand Marithé François Girbaud.

The deal follows the rebranding strategy of Marithé François Girbaud, which started in South Korea last 2019, modernising the brand in the market.

The rebranding resulted in astounding growth with $74m (KRW100b) in sales last 2023 and the launch of 61 offline stores nationwide.

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“By leveraging the 'One-Company Strategy,' which has recently emerged as a critical keyword in the global licensing business, Marithé François Girbaud's headquarters in France and LAYER will join forces as one team to enter the international market,” Shin Chan-ho, CEO of Layer, said.

Marithé François Girbaud is one of the most popular brands in the fashion industry in Korea, attributed to the popularity of K-pop and K-fashion. Meanwhile, Layer has set plans for expansion in China, Hong Kong, Macau, Japan, Taiwan, Thailand, and Vietnam.