"Beyond Fashion to Living"—Lotte Homeshopping Exclusively Launches Italian Brand ALV

[Financial News] Lotte Homeshopping is expanding its product range from clothing to shoes, bags, and living products by introducing 'Andare Lontano Viaggiando (ALV),' a brand created by Italian designer Alviero Martini.
According to industry sources on the 4th, Lotte Homeshopping will hold a launch broadcast for 'ALV' that day. After signing a licensing agreement with ALV in April, Lotte Homeshopping plans to introduce products sequentially, beginning with clothing and shoes for the fall/winter season and later expanding into accessories such as bags and living products.
ALV is a brand launched in 2005 by Alviero Martini, the founder and designer of the Italian luxury brand Alviero Martini 1A Classe. It is sold through multi-brand stores across Europe, offering clothing, accessories, and living products. The brand name means 'to travel far' in Italian, derived from 'Andare Lontano Viaggiando.'
Its signature design is the 'Travel Monogram,' inspired by immigration and emigration stamps in actual passports. During its first broadcast, Lotte Homeshopping will introduce sneakers and a faux-leather jacket featuring the pattern.
Lotte Homeshopping is pursuing a strategy of expanding beyond its traditional focus on exclusive clothing brands, reflecting growing demand for customers to purchase a variety of products—including clothing, shoes, and bags—from a single brand.
Lee Tae-ho, head of Lotte Homeshopping's Accessories and Leisure Sports Division, said, "As demand has grown among customers seeking to experience a variety of products through a single brand, we decided to exclusively launch ALV, which offers distinctive designs and room for expansion. Starting with clothing and shoes, we will expand the product range to bags and living products to provide a differentiated brand experience unique to ALV."

[email protected] Hyun-ji Kim Reporter