"This Time It's Living"... Musinsa Strengthens Offline Presence

29CM Opens Living Flagship TTRS in Seongsu-dong

Musinsa's online select shop ‘29CM (Isipgu Sentimiteo)’ has unveiled an offline store specializing in living products, expanding its presence beyond fashion into the lifestyle sector, including furniture and interior design. As demand for products that reflect individual tastes continues to rise, 29CM's strategy is to attract visitors both online and offline by featuring distinctive brands that are hard to find domestically.

Interior view of 29CM's living edit shop 'TTRS'.

On the 21st, 29CM opened ‘TTRS (Titiareseu)’ in Seongsu-dong, Seoul, a store focused on premium living designer brands. This marks 29CM's first flagship store dedicated exclusively to the premium living category.

TTRS is a flagship store that curates and introduces premium living brands from Korea and abroad that are not widely known to the public. Representative brands featured at TTRS include high-end European furniture brands such as ‘B&B Italia’, ‘New Tendency’, ‘Marang Montagu’, and ‘Atelier Belge’. Additionally, recently spotlighted domestic designer living brands like ‘Ago’ and ‘Villa Record’ are also showcased.

29CM offers products from 85 living brands, including furniture, lighting, home d?cor, tableware, home fabrics, and gardening, targeting consumers who want to decorate their spaces according to their own tastes. TTRS, a single-story space of approximately 190 pyeong (about 628 square meters), is divided into zones such as premium living, lighting, kitchen & dining, magazine, fragrance, gardening, and pop-up zones, each designed to reflect the identity and atmosphere of the respective brands.

Interior view of 29CM's living edit shop 'TTRS'.

29CM views the living category?including furniture, interior, and kitchen products?as having high growth potential, as more consumers fill their spaces with items that express their personal tastes beyond mere practicality. According to 29CM, as of the third quarter of this year, the transaction volume in the home category grew by 88% compared to the same period last year, and the number of brands handled increased by 164% during this period.

Choi Hyung-ryeol, head of Musinsa 29CM Lifestyle Division, emphasized, “We wanted to convey the message that life can become much more enjoyable by decorating spaces in various ways.” He added, “We curated products that would surprise not only those who had little interest in living products like furniture but also those who were already very interested. To achieve this, we focused on brands that can inspire consumers with new ideas and have a strong philosophy with distinctive designs.”

Musinsa, which started as an online platform, has recently been aggressively expanding its offline stores, opening ‘29CM’s TTRS’, ‘Musinsa Standard Dongseongro’, and ‘Musinsa Daegu’ within just one month. Musinsa explains that it is focusing on maximizing customer experience by organically connecting online and offline experiences.

A Musinsa representative stated, “Offline stores have now become important not just as places to purchase but as spaces to experience brands. While some consumers browse online and then want to experience products offline, there are also customers who discover brands offline and then come online. Therefore, we focus on satisfying both types of consumers by using stores as hubs.”

All products displayed at TTRS are available for purchase on-site. Given the space’s focus on premium living, one-on-one consultation services are also provided for certain high-end brands. Reservations can be made in advance through the 29CM application page, where brand and product consulting is offered to help customers decorate their spaces according to their tastes and lifestyles.