The Swedish outdoor brand Klättermusen has taken over its sales partner AYL in South Korea. Klättermusen has been working with AYL for nine years and will now set up a branch there with the current AYL team. “The acquisition is a logical next step after almost a decade of partnership and results in closer collaboration between the teams in Sweden and Korea and an acceleration of the brand’s long-term vision in the region,” said a press release.
AYL has represented Klättermusen in the South Korean market since 2016 and has introduced the brand to a rapidly growing community of outdoor fans and design-oriented consumers. Today, AYL operates seven directly managed Klättermusen stores and works with 27 retailers as shop-in-shop locations. With a team of 34 employees and a headquarters in Seoul, the company has played a crucial role in building the brand in South Korea, it said. Two more stores are scheduled to open in 2026.
The acquisition of AYL and the establishment of Klättermusen Korea is related to the brand’s expansion plans. Over the next five years, Klättermusen Korea plans to open around ten new flagship stores. “South Korea has a long history of mountaineering, with a design philosophy and vision that goes hand in hand with Klättermusen and the Swedish way of life,” says Ji-hwan Lee, CEO of AYL, now Klättermusen Korea. “It is a culture that values expert craftsmanship and functional innovation – characteristics that are deeply aligned with Klättermus’ philosophy.
Klättermusen was founded in 1975 and is celebrating its 50th anniversary this year.