E-Land World secures HOKA distribution rights in South Korea

E-Land World has been selected as the new official distributor for the global running brand HOKA in South Korea. Deckers APAC, the operator of HOKA, announced the partnership, stating they aim to ensure the brand’s continuous growth and provide authentic service to Korean consumers.

This move allows E-Land World to strengthen its sports portfolio, particularly as it prepares for New Balance’s direct entry into the Korean market. E-Land World has a history of managing major brands, having grown New Balance’s domestic sales to over 1 trillion won since 2008.

However, the transition faces challenges. An ongoing international arbitration process between Deckers and the previous distributor, Joyworks, remains a variable. Joyworks has previously received emergency orders regarding its business rights, and the former representative has contested the reasons for the contract termination.