F&F Co., Ltd., a subsidiary of F&F Holdings, a major South Korean fashion and lifestyle company headquartered in Seoul, announced yesterday that it had acquired the global trademark rights to Discovery Expedition from the U.S.-based Discovery Communications for US$80 million. The acquisition means F&F will no longer pay the licensing fees it previously paid to the brand owner.

The trademark transfer is expected to proceed in stages according to relevant laws and procedures in each country. This marks a major shift from the licensing model, under which the company paid to borrow the brand name, to direct ownership of the trademark rights.

F&F launched Discovery Expedition in 2012 through a licensing agreement with Discovery Channel, a global nonfiction network. In July 2024, the company secured exclusive licensing rights for Discovery Expedition in key Asian markets, and in November 2024 it opened its first Discovery store in China. Discovery Expedition has since become a leading example of licensed fashion brands in the domestic market.

With full ownership of the trademark, F&F now plans to pursue a second leap for the brand by enhancing product functionality and evolving its positioning. The company explained that Discovery Expedition will move beyond lifestyle outdoor wear to become a premium lifestyle outdoor brand suited for everyday life. This reflects an effort to strengthen the brand's competitiveness by focusing more on product quality rather than relying only on recognition of the Discovery name.

The acquisition also allows F&F to accelerate global expansion. Under the previous licensing structure, the company’s rights were largely limited to Asian markets, including South Korea, China, Japan and Southeast Asia. Now that F&F owns the trademark outright, it can seek to expand into markets outside Asia without relying on the previous regional licensing agreement. The company said it will use its brand management experience in Asia to develop strategies tailored to regional consumer characteristics and market environments, including products, marketing and retail.

According to media reports, F&F chairman Changsu Kim stated that Discovery Expedition will continue to significantly influence human life in the future, and that growing the brand in the global market is a meaningful and valuable endeavour. Along with MLB, Discovery is one of F&F’s main revenue-generating brands. According to Eugene Investment & Securities, Discovery generated revenue of 353.8 billion won (US$260 million) in 2025. While the deal opens new opportunities, the US$80 million investment also represents a significant financial commitment, and the company now assumes greater responsibility for the brand’s long-term success.

- Cathy Li