Revamped Daks Golf and Hazzys Golf Stores: What’s New at Lotte Department Store?

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[The Public = Reporter Yang Won-mo] LF has refreshed its Daks Golf and Hazzys Golf shops at Lotte Department Store’s flagship store to strengthen its brick-and-mortar presence.

The golf apparel market is increasingly centered on devoted golfers, and shoppers now expect to touch fabrics and try on pieces—what the industry calls “experiential consumption.” That hands-on demand is especially strong for premium labels, where customers want to verify product performance in person. As a result, physical stores are becoming key marketing channels.

To meet that demand, LF remodeled and colocated both brands on the sixth floor of Lotte’s flagship store. Placing the shops side by side lets LF showcase each brand’s expertise in a prime retail location and amplify their combined appeal.

Daks Golf, the current market leader in golfwear at the Lotte flagship, focused on reinforcing a premium image. The store uses special finishes that shift color with the light and metal framing to create a luxurious yet dynamic vibe.

LF also leaned on gray tones throughout the space and a largely linear layout to convey a polished, refined atmosphere.

Hazzys Golf emphasized wood to evoke the brand’s warm, soft sensibility. Curved walkways and rounded cabinetry enhance visual openness, while a green carpet—reminiscent of course turf—creates a distinct, memorable setting.

An LF spokesperson said, “In fashion—especially golfwear—customers tend to convert the trust they build through hands-on experience into purchases. We plan to expand brand experiences centered on our flagship stores.”

To celebrate the reopenings, both brands will offer 10% off their 2026 spring/summer (SS) new arrivals through the 31st. Additional tiered discounts apply based on purchase amount; Daks Golf will include a Converse tote bag and Hazzys Golf will offer a cart bag as complimentary gifts.