F&F Co., a South Korean clothing company, announced on Monday that it has signed an exclusive agreement with Warner Bros. Discovery to introduce the Discovery Expedition brand to China, Japan, and Southeast Asia. This move complements F&F’s existing MLB brand, which has already become the leading apparel brand in Asia.
With plans to emulate MLB’s success, F&F anticipates strong interest in Discovery Expedition from existing MLB franchisees in China and distributors across other Asian markets. The company will launch its first Discovery Expedition store in Shanghai this year, with a goal to open 100 stores in China by the end of 2025.
F&F aims to position Discovery Expedition as Asia’s leading outdoor brand. Last year, MLB generated over 1 trillion won (US$724 million) in overseas sales, with expectations to double this figure in the current year. The expansion of Discovery Expedition is set to bolster F&F’s growth trajectory across the region.
