Alchemy Equipment, the New Zealand brand of outdoor performance apparel with a classical, urban touch, has teamed up with B&S Co. for its distribution in the South Korean market. B&S was established in Seoul at the end of last year by Byungkun Park to distribute Alchemy Equipment and to launch its own sneaker brand. Park was formerly with Otzshoes Korea, LG and Carhartt WIP. The two companies have been working together in the last six months to prepare Alchemy's entry strategy in this influential market. The brand has been taken up by two major department stores in the city's Gangnam district, The Galleria and Shinsegae. Other launch partners include Beaker and Around The Corner, two concept stores, and the online platform Musinsa. Alchemy already has formal distribution organized in Japan, Taiwan and Singapore, and Asia is the strongest wholesale region for the brand. The company was created in 2013 by Campbell Junor, former co-owner and creative director of Macpac, and its vice president of global sales and marketing is Frank Spiewack, former manager of distributors and emerging markets at Icebreaker.