Lotte Mall Opens Gyeonggi-do's First 'Musinsa Standard' Store

Fashion Private Brand Launched by Musinsa

Lotte Department Store announced on the 27th that it will open the first 'Musinsa Standard' store in Gyeonggi-do and the first among distribution companies. Musinsa Standard is a private brand (PB) launched by Musinsa in 2017. Since opening its first store in Hongdae in 2021, it currently operates a total of six offline road shops in Seoul, Busan, and Daegu.

On the 29th, Musinsa Standard will be introduced on the 2nd floor of Lotte Mall Suwon Branch, covering approximately 1,045㎡ (315 pyeong). This is the first case of a distribution company entering the brand and the first store opening in Gyeonggi-do. Suwon is considered a representative young commercial district with many universities and companies located there, so a strong synergy effect with 'Musinsa Standard' is expected. In fact, last year, the proportion of customers in their 10s and 30s at Lotte Mall Suwon Branch was about 10 percentage points higher than the average of all Lotte Department Store branches.

Exterior view of the Musinsa Standard store before opening at Lotte Mall Suwon.

First, everything from the interior to the products of Musinsa Standard is showcased in one place. Notably, an Instagrammable interior features a 'Live Fitting Room' optimized for shooting short-form videos, providing customers with a differentiated shopping experience. Additionally, the store conveys Musinsa Standard’s unique brand sensibility through a giant screen at the front of the store and the offline store’s signature scent, 'Mystic Wood.' The store sells a variety of men's and women's fashion items, including office casuals such as slacks and blazers representing Musinsa Standard, as well as the 'City Leisure Collection' collaborated with popular fashion YouTuber 'Fit the Size.'

Until the 31st, a special opening promotion will be held. All customers who make a purchase will receive Musinsa Standard socks on a first-come, first-served basis, and depending on the purchase amount, gifts using the 'Mystic Wood' scent and Lotte gift certificates will be given. Also, Musinsa application (app) members will receive a 10% discount on all products during the event period (29th to 31st).