AIGLE’s Grand Return: How the French Brand Achieved 10 Million Won in Sales in Just 3 Days
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“We surpassed 10,000,000 KRW (about $6,700) in sales just three days after opening.”
The beloved French brand Aigle (AIGLE) is back on the Korean retail scene. After Lotte Homeshopping secured exclusive distribution rights, it opened Aigle’s first official store at Lotte Department Store in Jamsil.
The new shop is built around Aigle’s nature-first sensibility. Warm tones and sustainable design elements are used throughout, creating a cozy, branded environment that feels authentic to the label.
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Lotte Homeshopping has been rolling out a new strategy since last year: acquiring distribution rights for overseas fashion labels and introducing them to Korea. Instead of selling primarily through home shopping, the company places brands on domestic fashion malls, curated boutiques and other retail platforms. It has focused on bringing global brands that haven’t previously launched in Korea — from Italy’s eco-minded WOOPWEAR to French-inspired watch label LAPS and rainwear brand FLOAT — seven brands in total so far.
The crown jewel of that effort is Aigle. With a 172-year history, the French functional-casual brand is beloved at home and often called a national institution.
Aigle is best known for handcrafted natural rubber boots and durable outdoor apparel. A 2022 collaboration with designer label Etudes Studio refreshed the brand’s image and helped it gain traction with younger shoppers abroad.
Aigle had a brief presence in Korea before but withdrew quickly, making it hard to find locally. After Lotte Homeshopping secured exclusive rights last September, the brand made a full return to the Korean market.
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As part of its growth plan, Lotte Homeshopping signed an exclusive domestic distribution deal for Aigle last year. The company ran a six-month pop-up at the Jamsil Lotte World Tower, showcasing limited-edition artist-collab rubber boots and a broad apparel collection. “Monthly visitors rose more than 50%, confirming strong interest in the brand, so we opened our first permanent store at Lotte Department Store Jamsil,” said Choi Wook-jin, MD of Lotte Homeshopping’s Brand Development Lab.
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The Jamsil Aigle store has drawn shoppers ranging from trend-forward 20- and 30-somethings to family groups. Sales topped 10,000,000 KRW (about $6,700) within just three days of opening. Choi noted, “Because the products are made following the same French artisan techniques used since 1953, Aigle preserves more heritage than many other brands.” He added, “Our core customers are in their 30s and 40s, but we’re working to boost awareness so more people in their 20s and 30s discover and choose the brand.”
This year Aigle will name a new brand ambassador to raise visibility. In April, the company plans to announce celebrity ambassadors and a content designer, host invite-only events, and step up promotional activities.
At the same time, Lotte Homeshopping plans to expand Aigle’s presence in Korea by opening additional permanent stores at major Lotte Department Store locations this year and launching its own e-commerce mall. The company is also exploring broader offline channels, including curated shops and flagship stores.
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