Coupang’s luxury shopping service R.lux has partnered with the global e-commerce platform Farfetch to provide high-end products to customers in Korea. This collaboration was announced on June 9, 2025.

Through this partnership, R.lux users can access over 1,400 luxury brands, including Dolce & Gabbana and Ferragamo.

They can also find Korean designer labels such as Ader Error and Wooyoungmi. The products come with free shipping via Rocket Jikgu, Coupang’s international shipping service, which includes customs duties and taxes.

Items purchased through Farfetch will be shipped from partner brands and boutiques worldwide. R.lux will manage the final delivery in Korea.

Typically, delivery takes four to seven days, depending on the shipment’s origin.

Farfetch was acquired by Coupang Inc. for US$500 million in December 2023. The product selection will be featured under the Fashion tab in the R.lux app, with plans for expanding brand and category offerings in the future.

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🔗 Source: The Korea Times

🧠 Food for thought

1️⃣ South Korea’s position as a luxury powerhouse drives strategic partnerships

South Korea represents one of the world’s most significant luxury markets, consistently growing at impressive rates since the early 2010s, with a 12% annual growth from 2006 onward 1.

By 2012, the market had reached approximately $4.5 billion, accounting for 45% of Asia’s luxury demand outside Japan and China 1.

This consistent strength explains why international luxury platforms like FARFETCH are eager to expand their presence in Korea through partnerships like the one with Coupang’s R.LUX.

Cultural factors play a significant role in sustaining this market, as only 5% of Korean consumers report feeling guilty about luxury purchases—far lower than in other developed economies 2.

The country’s luxury market has demonstrated remarkable resilience, maintaining growth even during global downturns, as evidenced by the 16.7% growth in luxury sales through department stores during the 2008-09 financial crisis 2.

2️⃣ Younger consumers reshape luxury consumption patterns

The partnership between R.LUX and FARFETCH reflects a broader trend of younger Korean consumers increasingly driving luxury spending, with shoppers in their 20s and 30s growing from 35% to 44% of luxury department store customers between 2006 and 2009 1.

More recent data shows this trend accelerating, with consumers in their 20s increasing their luxury spending by extraordinary amounts, including a 106% year-on-year increase in luxury sneaker purchases 3.

This demographic shift has transformed the luxury market, as younger shoppers prioritize unique experiences and products that align with social media aesthetics, particularly those that are visually appealing on platforms like Instagram 3.

The integration of FARFETCH’s extensive brand portfolio with Coupang’s delivery infrastructure directly addresses these younger consumers’ expectations for convenience and variety.

The inclusion of Korean designer brands like ADER ERROR and WE11DONE alongside global luxury names on the R.LUX platform shows strategic awareness of younger consumers’ interest in both local and international luxury options.

3️⃣ E-commerce becomes critical for luxury market expansion

The luxury sector has undergone a significant channel shift, with online luxury sales growing by 22% globally in 2018 alone 4.

This shift toward digital platforms is particularly pronounced in South Korea, which boasts some of the world’s highest internet penetration rates and a tech-savvy population 5.

Coupang’s signature Rocket Jikgu international shipping service addresses a key friction point in online luxury shopping by including customs duties and taxes in the displayed price, eliminating unexpected costs that often deter cross-border luxury purchases.

The integration of FARFETCH’s 1,400+ luxury brands with Coupang’s established logistics infrastructure creates a comprehensive ecosystem that can effectively compete with traditional luxury retail channels like department stores, which have historically dominated the Korean luxury landscape 2.

This partnership represents a strategic response to evolving consumer behaviors, as Korean luxury shoppers increasingly seek convenience without sacrificing authenticity or selection—particularly important given concerns about counterfeit products that have affected the luxury market 6.

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