Dr. Martens appoints new General Manager for South Korea

Dr. Martens has appointed Justin Lee Seungoh as General Manager for South Korea, effective from today, 1 October, and reporting directly to Dr. Martens’ Chief Commercial Officer, Mike Stopforth.

Lee Seungoh brings more than 20 years of experience with established brands, most recently as Head of Marketing for Nespresso in South Korea. He has also held leading roles at Samsung and global consumer goods company Unilever, where his roles spanned brand strategy, marketing and consumer engagement.

He brings global expertise, having worked in leadership roles across China and the UK, while also having a deep understanding of the South Korean market, seen as a “high growth potential market” for Dr. Martens, following his time with Nespresso.

Mike Stopforth, Chief Commercial Officer at Dr. Martens, said: “Justin is a fantastic fit to lead our South Korean business as we build on already strong foundations in the market. He brings with him a wealth of experience both within the South Korean market, and globally, having worked for some of the world’s largest consumer and retail companies.

“South Korea is an exciting and strategically important market for Dr. Martens, and Justin's appointment reflects our commitment to investing in both our key markets and world-class talent across the organisation.”

Last week, Dr. Martens launched a refreshed visual identity and a new global platform under the name of ‘With Bouncing Soles’, cementing its consumer-first strategy and bringing a fresh e-commerce experience.

It comes as the British boot brand continues the retail strategy it set out at its FY26 results in May 2026, with four revamped ‘Brand Centre’ stores opening this autumn in Paris, Munich, New York and Los Angeles.

The redesigned and relaunched stores mark the “next phase in Dr Martens’ four-tier retail strategy” (also including ‘Beacon’ stores and outlets), ensuring all stores have a clearly defined role in strengthening consumer engagement, building brand desire and supporting long-term growth.

Meanwhile, the new digital platform has been developed as an end-to-end elevated consumer experience, “bringing together commerce, craft and culture in one globally connected destination”.

Rather than simply making it easier to purchase products, the new site helps consumers better understand Dr. Martens through richer storytelling, stronger editorial content and “more seamless journeys between inspiration and commerce”.

The new e-commerce site is now live across the US and major European markets, with other markets going live in the months ahead.

Other recent appointments at Dr. Martens include former Marc Jacobs footwear designer Isadora Versiani in as Global Product Design Director, and Nadia Svensson, previously a Senior Product Director at Adidas, appointed as Global Merchandising and Product Director (both roles effective from November 2026).

Additionally, Dr. Martens has appointed former Burberry Global Vice President Katie Morton as its new Global Customer Director.