Polish lifestyle brand 4F lands in Thailand

Polish activewear and lifestyle brand 4F has launched in Thailand.

The brand, recognised globally for its functional, contemporary design approach, opened its first retail store in the country at Siam Discovery.

Local agent Sport Lifestyle Lab owner Hidekazu Fujii said: “Health and fitness is becoming increasingly popular in Thailand, as people look to eat healthier diets, gets more exercise or dress for it. We’re seeing more and more Thais embracing the athleisure trend by mixing and matching sportswear pieces into their everyday look. We saw an opportunity to introduce 4F to the market and Siam Discovery is a perfect central location for young Thais to shop. It gives tremendous exposure and opportunity for the brand to grow.”

The firm is expected to open pop-up stores throughout Bangkok to make the brand more accessible to the local market.

4F currently operates more than 200 retail and wholesale outlets in 35 countries.

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