F&F said it will acquire the global trademark and related intellectual property for Discovery Expedition from U.S.-based Discovery Communications for $80 million, a deal that will eliminate the licensing fees it previously paid and be completed in stages under each country's legal procedures. The company launched the outdoor brand in August 2012 under a licensing agreement with Discovery Channel, acquired the licensing rights for its Asia business in July 2024 and opened its first Discovery store in China in November 2024. F&F said the purchase gives it a base for global expansion after growing the brand in Asian markets including China. Alongside MLB, Discovery is one of F&F's main revenue-generating brands; Eugene Investment & Securities said the brand posted revenue of 353.8 billion won ($260 million) last year, while analyst Lee Hae-ni said second-quarter domestic sales fell 4.6% from a year earlier but sales per store were broadly steady after 14 underperforming stores were closed, with Discovery China expected to contribute more growth from the FW season.