Why Daks Golf Dominates the Market: Insights from the Newly Renovated Lotte Department Store Experience

LF, a lifestyle and culture company, announced on March 13 that it has refreshed the DAKS GOLF and HAZZYS GOLF shops at Lotte Department Store’s flagship to elevate the in-person shopping experience.

The golf apparel market is shifting toward serious golfers, and experiential shopping—trying fabrics and fits in person before buying—is becoming more popular.

That trend has increased demand for premium brands to let customers verify performance and comfort firsthand, raising the role and importance of physical stores that can clearly showcase brand identity and product strengths.

In response, LF renovated the DAKS GOLF and HAZZYS GOLF stores on the 6th floor of Lotte Department Store’s flagship and relocated the two previously separate shops to sit side by side.

LF’s goal is to make each golfwear brand’s identity and expertise more visible at this key retail hub and to sharpen the competitiveness of its in-house golfwear portfolio.

DAKS GOLF focused on amplifying the brand’s classic, refined image.

DAKS GOLF currently ranks first in market share within the golfwear zone at Lotte Department Store’s flagship, and LF plans to use the renovation to further solidify its standing as a premium golfwear label.

The renovated DAKS GOLF space features specialty finish walls that subtly shift color with the angle of light and metal framing that balances the heritage brand’s luxurious aura with golfwear’s sporty edge. A gray tone-on-tone palette and linear layout emphasize a polished, premium look.

HAZZYS GOLF kept the consistent sensibility of its global family brand while dialing up a dynamic golfwear vibe. Wood accents were used throughout to convey the parent brand’s warm, soft mood.

The store flow uses curved lines and rounded display units to add visual interest and a sense of openness. Green-toned carpeting that evokes a golf course completes the look, letting customers intuitively feel the brand’s distinctive spatial identity.

“The golfwear market depends on customer experience and trust more than many other fashion categories,” an LF spokesperson said. “As premium brands increasingly need physical stores to demonstrate both product performance and brand image, we’ll continue strengthening brand experiences at key locations.”

To celebrate the reopenings, DAKS GOLF and HAZZYS GOLF will run promotions through March 31. All items from their 2026 Spring/Summer (SS) collections are 10% off, with additional discounts based on purchase amount.

Customers who meet qualifying purchase thresholds will also receive gifts: DAKS GOLF is offering a Converse tote bag, and HAZZYS GOLF will gift a cart bag.

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