Korean Native Brand System Takes Over Paris, the 'Fashion Capital' of France

Hansome, System and System Homme Paris Store
First Global Direct-Entry Store
Also Promoting Entry into European Department Stores

Hansome, a fashion company affiliated with Hyundai Department Store Group, is opening stores for the domestic native fashion brands System and System Homme in Paris, France, and is launching an attack on the European market.

According to Hansome on the 13th, a global flagship store for ‘System·System Homme’ will be unveiled in the Marais district of Paris this June. This is the first time the company has opened a standalone flagship store for its own brand overseas.

2024 FW Paris Fashion Week System·System Homme Exclusive Presentation Scene.
[Photo by Hanseom]

System·System Homme has steadily built global recognition by participating in Paris Fashion Week 11 consecutive times since 2019. Through solo presentations, they have showcased over 2,000 global exclusive products to more than 4,000 global fashion and distribution professionals over five years.

The Marais district, where the global flagship store of System·System Homme will be located, is considered a center of fashion and art even within Paris, France. Hansome plans to demolish and renovate the ‘Tom Greyhound’ Paris store and open the new store in June. Since 2014, Hansome has operated the Tom Greyhound Paris store, a select shop brand, to collect overseas fashion trends and build networks with local buyers.

The flagship store, spanning two floors with a total area of 400㎡, is the largest among the 147 System·System Homme stores. It will present a space that combines the dynamic and trendy image of System with the concept of ‘Seoul where past and present coexist.’ The store will sell new products from the global collection including clothing, accessories, and miscellaneous goods, while also serving as a global showroom throughout the year.

Next month, a standalone global online platform for System·System Homme will also be launched. Through this, the brand will promote itself and sell products online to local European consumers. Hansome plans to first establish a delivery system in Europe, including France, and then expand the global delivery network to North and South America, the Middle East, and beyond.

To target the global fashion market, Hansome plans to strengthen its ‘wholesale strategy’ in addition to ‘building a global offline sales network.’ Regarding the wholesale strategy, the scale is gradually increasing through participation in Paris Fashion Week. Last month, they participated in the ‘2024 FW Paris Fashion Week’ and held presentations, conducting wholesale consultations with over 100 companies, including new buyers from countries such as Denmark and Kuwait where there were no previous transactions, marking the highest number ever. Wholesale order amounts have also increased by more than 30% annually since 2019, and this year’s performance is expected to be more than five times higher than the first year of participation in Paris Fashion Week (2019).

A representative of Hyundai G.F. Holdings, the holding company of Hyundai Department Store Group, said, “We regard this as the ‘first year of Hansome’s leap to a global fashion company’ and plan to utilize Paris, France as a forward base for entering the global fashion market by opening the first direct flagship store locally.” He added, “Starting with the System·System Homme Paris global flagship store, we plan to continuously expand our global sales network by opening standalone stores in overseas luxury department stores in Europe, North America, and other regions.”