The South Korean retailer E-land plans to grow its footprint in Vietnam by opening stores for its WhoAU brand around the country, with another label in line for launch as well.
The retailer plans to set up ten stores in prime spots in Ha Noi and Ho Chi Minh City next year, following the launch of its online presence in Vietnam in July.
WhoAU, founded in 2000, is inspired by the California retro style and its bear mascot, “Steve”, has become a well-known symbol. The brand caters to customers in their mid-teens to mid-twenties, offering American casual products such as hoodies, sweaters, cardigans and shirts.
E-land made its first investment in Vietnam in 2009, when it acquired the local company Thanh Cong. The brand’s most recent move symbolises its development into a country with shopping tendencies similar to China, which is WhoAU’s primary market and one of the world’s largest purchasing economies.
E-land currently owns 250 brands and manages more than 10,000 shops worldwide, with a significant presence in China, Europe, and other areas. Besides WhoAU, E-land intends to bring its fashion brand Spao to Vietnam in the future.
