The fashion company LF's affiliated food company 'Gourmet F&B Korea' (hereinafter Gourmet F&B), which primarily distributes high-end food ingredients from Europe, is focusing on increasing touchpoints with consumers. Gourmet F&B plans to open a brunch restaurant in Seoul within the year.
According to the distribution and real estate industry on the 3rd, Gourmet F&B plans to open a brunch restaurant 'Maison de Gourmet' in Sinsa-dong, Gangnam-gu, Seoul. This restaurant will be located in the Daemyung Building, which LF purchased for 40 billion won in April. A representative from Gourmet F&B noted, "We are preparing for the opening in November."
In addition to food utilizing high-end ingredients that Gourmet F&B carefully selects from Europe, the restaurant will also sell food ingredients. In terms of enhancing understanding of these ingredients, this marks a step further compared to the similarly named retail store, Maison de Gourmet, located in Apgujeong-dong, Gangnam-gu, Seoul.
Gourmet F&B has decided to strengthen its connections with consumers, believing it is time to promote the food culture surrounding high-end ingredients. Gourmet F&B plans to focus on caviar and truffles. Considering the growing consumer interest in party culture and fine dining favored by the MZ generation, it has been determined that there is an increasing demand for enjoying caviar and truffles.
The fact that consumer understanding of cheese and butter has already surpassed a certain level is also the background for emphasizing caviar and truffles. A representative example is the 'Isigny Butter' that Gourmet F&B imports and sells. This is a premium butter from the Normandy region in France. A food and beverage industry representative stated, "High-end ingredients typically enter consumers' homes through distribution centered around hotels and restaurants," adding, "However, Isigny Butter has gained popularity among local bakeries, expanding its market."
The fact that the fashion company LF is focusing on transforming into a 'lifestyle corporation' is also behind Gourmet F&B's expansion. LF is aiming for growth as a company encompassing daily necessities. In this context, Gourmet F&B was acquired by LF Food in 2017. LF's affiliate, Koramco Asset Management, is also contributing to creating a bigger picture for the group by engaging in various real estate developments. A representative from LF said, "We are making various attempts as a lifestyle corporation encompassing daily necessities."