Korean fashion company Layer has breathed new life into the iconic French brand Marithé François Girbaud (Marithé), transforming it into a global sensation. Leveraging the explosive popularity of Marithé among Korea’s MZ generation (Millennials and Gen Z), the company is now spearheading the brand’s expansion into major Asian markets.
From Local Revival to Global Powerhouse
Established in 1972 by Marithé Bachellerie and François Girbaud, the brand once dominated the denim scene but faded into obscurity after the early 2000s. In 2019, Layer acquired the Korean licensing rights and rebranded Marithé to appeal to modern, fashion-savvy consumers. By focusing on youthful, trend-driven designs and strategic online marketing, the brand rapidly gained traction, particularly among women in their 20s and 30s.
This strategy has paid off in remarkable fashion. When Layer first acquired Marithé, annual revenue stood at a modest ₩3 billion (approximately $2.3 million). Fast forward five years, and the company is set to achieve ₩1.5 trillion (about $1.1 billion) in sales by the end of 2024—a staggering 500-fold growth.
Asian Expansion Plans
Building on its Korean success, Layer has now secured exclusive distribution rights for key Asian markets, including Japan, China, Hong Kong, Macau, Taiwan, and Thailand. The company recently signed deals with top local distributors, such as Itochu Corporation in Japan and Jaspal Group in Thailand, ensuring strong retail networks in these regions.
The first Asian flagship store opened in Hong Kong’s Causeway Bay in late 2024, drawing significant attention. By mid-2025, Marithé plans to open flagship stores in Tokyo’s Omotesando and Shibuya, while expanding into major Chinese cities like Shanghai. Plans also include partnerships with e-commerce platforms such as T mall and physical pop-up stores to gauge local demand.
Across the region, up to 17 new stores will be launched by the end of next year, targeting prime shopping districts and malls.
Global Appeal of Korean Creativity
Layer’s success reflects a broader trend: international brands revived and reimagined by Korean companies are thriving globally. This “Korean touch” has not only made Marithé a top seller in Korea but has also reignited interest abroad.
The company’s ability to modernize and localize products for each market has been pivotal. By understanding the preferences of Korea’s hyper-discerning consumers, Layer has created a blueprint for global expansion.
Looking Ahead: Kidswear and More
Domestically, Marithé has expanded from 23 stores in 2022 to over 85 stores today. Its kidswear line, Marithé Kids, has also seen rapid growth, with plans to add more outlets in 2025. The kidswear segment alone is expected to generate ₩100 billion ($75 million) in revenue, contributing to Marithé’s projected total sales of ₩2.3 trillion ($1.7 billion) next year.
A Bright Future for Korean-Driven Fashion
With its innovative strategies and an unwavering focus on quality and design, Marithé François Girbaud is more than just a revived brand—it is a symbol of Korea’s growing influence in the global fashion industry. As Layer continues to expand its reach, the company is setting new benchmarks for what’s possible in international fashion.
This remarkable journey underscores a universal truth in today’s fashion world: if it works in Korea, it will work anywhere.
