[Report] "A Kiss After 14 Hours of Waiting"... 700 People 'Open Run' at Global Select Shop's Domestic Launch

Opened on the 31st of Last Month in Seongsu-dong 'KITH'
Nearly 700 People Waiting Within One Hour of Opening
Limited Edition Collaborative Shoes 'Popular'

"I came and waited from 9:30 PM yesterday and was the sixth person to enter the store when it opened. When I heard that the KITH store was coming to Korea, I thought I absolutely had to enter on the first day."

On the 31st of last month at noon, Jumo (31), whom we met in front of the KITH store in Seongdong-gu, Seoul, was cooling off in the shade with six large paper bags bearing the 'KITH' logo beside him. Although Jumo had not slept well due to waiting since the previous evening, his expression was bright. Working in the fashion industry, he said, "As soon as I went in, I grabbed the limited edition sneakers collaborated with Asics," adding, "I bought about 15 products, and looking at the store now, I think it was good to come early." Imo (22) also said, "I waited from 4 AM and got waiting number 30, but I still haven't been able to enter," showing signs of anxiety, adding, "It seems very crowded inside."

In front of the KITH store at 12 o'clock on the 31st of last month, the scene was bustling with people waiting to enter.
[Photo by Minji Lee]

Korea, the 4th Global Store

KITH is a lifestyle select shop that started as a sneaker boutique in New York, USA, in 2011 and has grown into a global brand through collaborations with global brands and famous fashion designers. It is a brand loved by top global stars such as BLACKPINK's Jennie and is famous domestically as a luxury brand comparable to 'Erusha' (Herm?s, Louis Vuitton, Chanel) among 'paepi (fashion people)' who are known for their fashion sense.

Before unveiling its first domestic store in Seongsu-dong, Seoul, known as the 'holy ground for the MZ generation (Millennials + Gen Z),' on the 31st of last month, 'expedition shopping' trips to Japan to buy KITH products were common.

The most popular products at KITH Seoul are shoes. Founder Ronnie Fieg has over 20 years of experience in the footwear industry and has released various collaborative products with different brands. The popular item is the 'Gel Kayano 3' in collaboration with Asics. KITH has also collaborated with Nike, Adidas, Off-White, Fear of God, New York Yankees, and others, offering a variety of footwear products. Ronnie Fieg is known as a 'collaboration genius' in the fashion industry and has many fans.

When KITH Seoul first opened last month, the line to enter the store was long. To prevent 'open run' (lining up before the store opens), KITH introduced a reservation service, but the waiting numbers exceeded 700 within an hour of opening. One consumer expressed concern, saying, "I don't know if I'll be able to see everything today."

This product is a collaboration between Ronny Pigg and Asics, inspired by the Taegeukgi.

From KITH Seoul Limited Editions to Brunch Restaurant

The core of the KITH select shop is on the second floor. The busiest area was the shoe section at the entrance of the second floor. It was crowded with visitors waiting to try on products. On one side of the second-floor store, t-shirts, hoodies, and keyrings featuring graphics inspired by Seoul were also showcased. These are limited editions commemorating the opening of the first flagship store in Korea and are available for purchase at KITH Seoul.

KITH has an exclusive distribution contract in Korea with Hansome, which secured distribution rights not only for men's clothing and footwear but also for women's and kids' products. Although the product range was smaller than men's clothing, the inclusion of kids' products makes it suitable for family or couple matching items.

Limited edition products showcased so far are displayed inside a glass cabinet.
[Photo by Minji Lee]

This is a place where KITH's kids' products are gathered. Clothes suitable for infants to children were hanging.
[Photo by Minji Lee]

Another attraction of KITH Seoul in Seongsu-dong is the brunch restaurant 'Saddles at KITH' located on the third and fourth floors. It currently operates by reservation, but plans to operate without reservations once store operations stabilize. KITH has partnered with a major food group to introduce Saddles at KITH inside flagship stores worldwide. The main menu includes bagels, salmon, sandwiches, pancakes, omelets, and French toast.

The third floor features a bar area, and the fourth floor has a terrace space. 'KITH Treats,' located on the first floor of the store, is also a must-visit. It is a dessert famous for being highly praised by BLACKPINK's Jennie and Jisoo, consisting of finely crushed snacks or cereal on top of ice cream.

On the opening day, the line at KITH Seoul continued, and some customers had to wait until the next day to enter. Hansome plans to focus more on securing distribution rights for promising overseas brands, using the launch of the KITH flagship store as a milestone. A Hansome representative explained, "We will discover various new fashion brands that can lead fashion trends and provide customers with new experiences and differentiated value alongside domestic brands such as Time, Mine, and System."