Hansae MK launches Play Kids Club, bringing Abercrombie Kids to Korea

Hansae MK announced Monday the launch of Play Kids Club, a kids' lifestyle curation platform operated under its Play Kids Pro division.

Sales of Levi's Kids — one of the brands carried under Play Kids Pro — surged 187 percent in the first half of 2026 compared with the same period a year earlier. Building on that momentum, the company developed Play Kids Club to retain the strengths of its sports brand lineup while broadening its reach into preppy, casual, denim and heritage styles.

Play Kids Club will carry six global brands: Nike Kids, Jordan Kids, Converse Kids and Levi's Kids, joined by Abercrombie Kids and Lacoste Kids.

The flagship brand is Abercrombie Kids, a North American preppy label and the kids' line of Abercrombie & Fitch Co., which posted record sales of $5.27 billion last year — the highest in the company's history. Key products such as sweaters and sweatshirts are priced in the 70,000 to 90,000 won range.

Lacoste Kids rounds out the new lineup, drawing on the heritage of the French brand founded in 1933 to blend classic and sporty sensibilities. The offering spans baby through junior sizes and will include Play Kids Club-exclusive products.

Play Kids Club will open sequentially at three Greater Seoul locations — department stores, large shopping malls and outlet centers — in September, and will also be available online through Hansae MK's official store, Style24. "We will offer global sports brands alongside premium lifestyle brands to give customers a wider range of choices," a Hansae MK official said.