South Korea’s Blue Elephant opens first US flagship store in LA

South Korean eyewear label Blue Elephant has made its physical debut in the US with the opening of its first regional flagship store in Beverly Hills, Los Angeles.

Located at 300 N. Beverly Drive, the 7,000 square foot space marks a milestone in an ongoing global expansion for the brand, which plans to use the site as a strategic hub for the US.

The store extends Blue Elephant’s retail philosophy already established in South Korea and Japan, where its retail environments respond to the architectural and cultural identity of the base city.

In Los Angeles, this is reflected in the space through a sculptural installation reminiscent of the letters L and A, while tunnel-like forms guide customers through a sunset-tinged experience.

Its opening coincides with the launch of the LA Exclusive Collection, offering 10 models exclusively available at the store that draw inspiration from the city’s landscape and culture.

While Blue Elephant has steadily grown its presence across South Korea, Japan and the US since its inception in 2019, now operating 36 stores, the brand hasn’t escaped controversy.

In 2024, the label found itself at the centre of a long-spanning legal dispute with fellow Korean eyewear brand Gentle Monster, which accused its domestic competitor of deliberate imitation of products.

Blue Elephant denied the allegations, calling the claims a “typical intellectual property dispute”.

After the brand’s former CEO, Choi Jin-woo, was arrested and charged with importing and selling products that copied Gentle Monster's products, Blue Elephant has unveiled a new product lineup and rebranding strategy.