Klättermusen buys South Korean distribution partner

Klättermusen, a Swedish brand founded in 1975, specialised in premium mountain sport apparel and equipment, has celebrated half a century in business this year by powering up its global expansion strategy. A year after opening its first store in France, in Paris’s Marais district, Klättermusen is looking to grow in Asia.

Klättermusen, owned by CEO Gonz Ferrero, has acquired its South Korean distribution partner AYL, for an undisclosed amount.
 
“Korean culture values craftsmanship and functional innovation, qualities that are perfectly consistent with Klättermusen’s philosophy,” said Ferrero. “I visited South Korea for the first time almost 18 years ago, and seeing our teams join forces today is extremely important to me,” he added.

AYL has been Klättermusen’s partner in South Korea for nearly nine years, promoting the brand’s unique combination of practicality and extreme durability, and introducing it to a growing community of outdoor sports enthusiasts, but also to consumers attracted by its design-led, sustainable ethos. The new company resulting from the acquisition is called Klättermusen Korea.

AYL currently operates seven directly managed Klättermusen stores, as well as shop-in-shops at 27 retailers, with a staff of 34 employees based in Seoul. Klättermusen’s new subsidiary is now planning to fast-track the brand’s growth on the rapidly expanding Korean market, which was worth KRW5.3 trillion (approximately €3.09 billion) in 2024, according to a study by Mordor Intelligence. Two additional stores are planned for 2026, and in the long term, Klättermusen Korea is aiming to open about 10 new stores over the next five years. The acquisition is expected to enable Klättermusen to expand more efficiently and increase its relevance.

As is happening in Europe, the Korean sports and outdoor apparel market is driven by growing interest in health and well-being. Klättermusen reportedly generated a revenue of approximately €26 million in 2023, and is keen to grow faster. As a self-styled pioneer in the use of biological and recycled materials, it is ideally positioned in this segment. Its owner has also recently launched Klättermusen Experiences (KMX), a foray into adventure travels offering small-group action itineraries designed to immerse participants in Scandinavian culture and nature.