Italy’s WP Lavori in Corso has just opened its first store in Asia in Seoul. The multibrand WP Store Seoul opened its doors thanks to a partnership between the company and the Korean distributor of Woolrich John Rich & Bros and Baracuta. The project represents the first step to start promoting WP’s own format internationally.

WP Store Seoul occupies an entire three-storey building in Shinsa-Dong, Gangnam-Ku, each of which measures approximately 110sqm. The interiors display both WP portfolio brands (Woolrich man, woman, kids, Baracuta, B.D. Baggies, Avon Celli) together with a selection of the best items from WP’s research from all over the world, and WP Store branded products such as WP Denim. The ground floor of the store also hosts a special area dedicated to coffee and fine food tasting.

With regard to the Woolrich Stores chain, the company will intensify its presence in Germany in 2014 with the opening of a new Woolrich Store in Hamburg, followed by a new Woolrich shop in Prague.

Seoul is the first international event for WP store and will be followed in the next few months by Tokyo and Brooklyn, NYC, as part of a project to extend the store chain globally over the coming years.

Based in Bologna, WP Lavori in Corso is an international fashion brand license, distributor and retail group. It is the exclusive licensee and distributor of storied brands Woolrich John Rich & Bros (worldwide license), Woolrich Woolen Mills (worldwide license), Penn-Rich (Italian license), Baracuta (owned brand), B.D. Baggies (owned brand), Barbour (Italian distribution) and Blundstone (Italian distribution). WP Lavori has a chain of 24 stores in Europe: 15 WP Stores, 8 Woolrich Stores and 1 Barbour Store.