LF Vice Chairman Oh Gyu-sik Aims to Transform Company into ‘Future Lifestyle’ Brand
Creatrip Team
2 months ago
LF Vice Chairman Oh Gyu-sik announced a 2026 strategy focused on “new customer experiences and innovation,” positioning LF as a “future lifestyle comprehensive company.” Speaking at a New Year ceremony, he urged accelerating brand-led management and global expansion to become a brand chosen by customers. In fashion, LF will shift from scale competition to brand power, pushing global growth for labels like Hazzys and Dunst (brands). In beauty, the company plans to grow Atte Beauty (아떼 뷰티) into a core overseas growth axis. Food business strategy centers on verticalizing manufacturing through M&A to maximize synergies, develop high-value “killer” products, specialize by category, and expand exclusive rights for foreign brands to become a PB-based foodservice distribution specialist. Real estate finance will expand AUM and diversify portfolios, adding data centers and acquiring residential, senior, and hotel assets, while accelerating overseas real estate moves with strategic partners. Across all divisions, LF will continue pursuing M&A and new investments, urging employees to embrace creativity, autonomy, and innovation to meet rising customer expectations amid global uncertainty.
