Luxury Revolution: Coupang Unlocks Farfetch for South Korean Consumers
Seoel, vrijdag, 13 juni 2025.
Coupang, the South Korean e-commerce giant, is opening a new chapter in the luxury retail market by integrating Farfetch through its R.Lux platform. After a successful launch last autumn, focused on premium beauty products, R.Lux is now expanding into fashion. This strategic move gives millions of South Korean consumers direct access to an extensive selection of luxury brands like Dolce & Gabbana and Ferragamo. The integration promises not only an unprecedented variety of products but also rapid delivery options characteristic of Coupang’s ‘rocket’ delivery model. A crucial development for both international luxury brands and local consumers.
Strategic Luxury Integration
Coupang has taken a crucial step in the South Korean luxury retail market by introducing Farfetch via its R.Lux platform. The platform, originally launched in autumn 2024, was initially focused on premium beauty products but is now expanding into luxury fashion [1]. The ‘R’ in R.Lux refers to ‘rocket’, symbolising the rapid delivery speed characteristic of Coupang’s business model [1].
Extensive Brand Selection
At launch, R.Lux will offer a comprehensive range of luxury products, including women’s and men’s clothing, shoes, bags, watches, and jewellery. Brands such as Dolce & Gabbana, Ferragamo, and emerging designers will be part of this platform [2]. Stephen Eggleston, Chief Commercial Officer at FARFETCH, emphasises the unique opportunity for brands to enter the high-spending South Korean luxury market [2].
Market Potential
South Korea is consistently ranked among the top 10 luxury markets worldwide [2]. The integration of Farfetch with R.Lux enables brands to directly reach millions of engaged customers. Missoni, an Italian luxury brand, showed enthusiasm for this new distribution opportunity [2].
Logistical Innovation
Farfetch will leverage Coupang’s robust local operational network to deliver a ‘wow experience’, including free shipping and rapid delivery service [2]. This promises a seamless and efficient purchasing experience for South Korean luxury consumers.