Experience Premium Golf Fashion: Daks Golf & Hazzys Golf Store Renovation at Lotte Department Store

LF‘s top golf apparel labels, Daks Golf and Hazzys Golf, have refreshed their stores at the Lotte Department Store flagship to elevate the in-store customer experience.

The golf apparel market is shifting toward dedicated, “serious about golf” players, and with that shift comes a rise in experience-driven shopping—buyers increasingly want to feel the fabric and test the fit before they commit. Premium labels, especially, face growing demand for hands-on verification of performance and comfort, so physical stores that can vividly convey brand identity and product strengths are becoming more important.

LF responded to this change by renovating the Daks Golf and Hazzys Golf shops on the 6th floor of Lotte Department Store’s flagship location and placing the two previously separate brand spaces side by side. This lets LF present its golf-wear identity and expertise more clearly at a key retail hub and sharpen the competitive edge of its in-house golf portfolio.

First, Daks Golf focused its redesign on reinforcing the brand’s classic, refined image. Notably, Daks Golf currently ranks 1st in market share within the golf apparel zone at Lotte Department Store’s flagship location, and the renovation is meant to cement its standing as a premium golf label.

The updated Daks Golf space features specialty wall finishes that subtly shift color with changing light and metal framing to balance the heritage brand’s upscale aesthetic with a sporty golf vibe. The overall layout leans on a gray, tone-on-tone palette and clean linear structures to emphasize a polished, premium look.

Hazzys Golf kept the consistent sensibility of a global family brand while dialing up a dynamic, golf-ready atmosphere. Wood accents were used as a key material to preserve the parent brand’s warm, soft mood.

The Hazzys Golf store flow uses curved circulation and round display cabinets to create visual interest and a sense of openness They also installed green-toned carpets that evoke a golf course, allowing customers to intuitively experience the brands’ distinctive spatial identity .

LF said“golf apparel shoppers rely on hands-on experience and trust more than customers in many other fashion categories” and added,“as premium brands increasingly need physical stores to reinforce both product quality and brand image, we will continue to strengthen brand experiences at our key retail locations”.

Meanwhile, to celebrate the reopenings, Daks Golf and Hazzys Golf will run a series of promotions through March31. Both brands are offering a 10% discount on all items from their 26 Spring∙Summer (SS) collections, plus additional discounts based on purchase amount. Customers who meet certain spend thresholds will receive gifts: Daks Golf will give a Converse tote, and Hazzys Golf will offer a cart bag.

By Seon-hye Hong redsun@viva100.com