Musinsa Store Seongsu@Daerim Warehouse Opening
Third Store Following Last Year's Daegu and Hongdae
Focused on Women's Clothing and Sneakers Targeting Foreigners
Preparing a 2,500-Pyeong Large Select Shop for the Second Half of Next Year
Musinsa will unveil a new select shop, ‘Musinsa Store Seongsu@Daerim Warehouse,’ on the 13th in Seongsu-dong, Seongdong-gu, Seoul. The company plans to expand its influence in Seongsu-dong, a business-centric area, through this new select shop.
According to industry sources on the 12th, Musinsa Store Seongsu has remodeled Daerim Warehouse, which was built in the 1970s and has been used as a rice mill, warehouse, and complex cultural space, into a select shop. To preserve the history and atmosphere of Daerim Warehouse, the store was designed while maintaining the building’s structure and finishes. The store is located on the first floor above ground, with a sales area of 702.5㎡ (approximately 213 pyeong).
Musinsa Store is an offline concept store introduced by Musinsa. While Musinsa Standard consists of private brand (PB) products, Musinsa Store is designed to showcase emerging designer products from the fashion industry all in one place. The Seongsu branch is the third store following the openings in Daegu in October last year and Hongdae in November. The two previously opened stores recorded average monthly foot traffic of 85,000 and 130,000 visitors respectively this year.
Musinsa tailored the Seongsu store as a specialty shop for women’s clothing and sneakers, reflecting the characteristics of Seongsu-dong. The women’s clothing section was inspired by the high proportion of female and foreign customers visiting Seongsu-dong. In fact, an analysis of credit card usage trends by gender and age of domestic visitors to Seongsu-dong from January to July this year showed that women in their 20s accounted for the highest share at 16.9%. Major women’s brands include Ohos, Low Classic (Lc), Nache, and Not Your Rose. A Musinsa representative explained, “Major fashion brands have recently seen a significant increase in sales on Musinsa, and among more than 50 clothing and accessory brands, domestic brands account for 85%.”
Foreign consumers will be targeted with limited-edition sneaker products available exclusively at Musinsa stores. Key products include the Korea-exclusive ‘Adidas Taekwondo,’ Musinsa-exclusive items such as ‘Puma Speedcat OG,’ and ‘Asics Gel Kayano 14MSS.’ All these products sold out after their release.
Musinsa also plans to increase online customer inflow through the Seongsu store. Unlike existing select shops, QR codes are attached to product tags so customers can check real-time discount rates, maximum benefits by membership level, and product reviews in real time.
A pop-up zone featuring brands that are hard to find domestically will also be operated. On the opening day, Tug Club, praised by overseas celebrities such as A$AP Rocky, will hold a pop-up. Tug Club is a brand currently sold on Musinsa Global Mall and will showcase the ‘Bio Soldier’ collection through the pop-up. Additionally, ‘Grails,’ which has a dedicated fan base, plans to run a pop-up for two weeks.
A person scanning a QR code to check the product page at Musinsa Store Seongsu@Daerim Warehouse. [Photo by Musinsa]
A Musinsa representative said, “This select shop will offer a unique experience of Seongsu-dong’s charm by harmonizing a space that reflects the passage of time with brands that lead trends. We will continue to introduce top-tier brand products that can only be found at Musinsa Store Seongsu@Daerim Warehouse.”
Meanwhile, Musinsa plans to open its largest-ever mega select store with an area of 8,264㎡ (approximately 2,500 pyeong) in Seongsu-dong in the second half of next year. Customers will be able to find products offered by Musinsa, including men’s, women’s, unisex, sneakers, and beauty items, all in one place.
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