Musinsa Standard Express Product Line, Store Count Up
Exclusive Beauty Line "Littly Witch" Launched, All Items Priced at 3,000 KRW
On July 2, GS25 announced that it will strengthen its collaboration with Musinsa, expanding from fashion to the beauty category. Through this partnership, the company aims to accelerate growth in its non-food sectors.
Starting this month, GS25 will launch new summer season products from the "Musinsa Standard Express" line. The collection includes five items from Musinsa Standard's summer functional collection "Cooltandard": two types of T-shirts (19,900 KRW each), nylon banding shorts (29,900 KRW), basketball sweat shorts (31,900 KRW), and boxer fit sweat shorts (29,900 KRW). Each product package also contains a random coupon offering up to 90% off for use on Musinsa. Musinsa Standard Express is a clothing line exclusively available at GS25, created by Musinsa Standard.
The number of stores operating Musinsa Standard Express has also been significantly expanded from around 3,000 to 5,000 locations. Since the introduction of Musinsa Standard Express in March, more consumers have been seeking out these products. According to GS25, sales growth from June 5 to July 1 more than doubled compared to immediately after the launch (March 5?31).
The company is also accelerating its collaboration in the beauty sector. Starting July 2, GS25 stores nationwide will launch "Littly Witch," a beauty brand exclusively for GS25 x Musinsa. Littly Witch is the second line of WHIZZY, Musinsa’s in-house beauty brand targeting young consumers.
Littly Witch offers high-quality, small-sized products focused on lip and eye shadow items, all priced at 3,000 KRW. The lineup includes five types of Bouncy Gloss (Melba, Syrup Peony Drizzle, Cherry Glaze, Fig Honey, Praline) and two types of Eyeshadow Duo (Flirty Blink, Tender Blink), totaling seven products.
Previously, GS25 installed beauty-specialized displays at 20 major stores (including DXLAB, New Annyeong Insadong, GS Gangnam, and others) to conduct test sales of WHIZZY products. During June, the total cosmetics category sales at these stores increased by a remarkable 60.1% compared to the same period last year.
GS25 plans to use its strategic partnership with Musinsa as a foothold to accelerate growth in non-food sectors. Additionally, by providing a differentiated shopping experience for the core customer base of both companies?the 10s to 30s age group?the company aims to attract new customers.
Ko Woong, MD of the Life Living Team at GS Retail, stated, "Through our strategic alliance with Musinsa, we are achieving outstanding results in all aspects, including sales in the non-food category, customer acquisition, and brand awareness. We will continue to pursue differentiation in all areas, including food and non-food, to establish ourselves as a leading lifestyle platform in the convenience store industry."
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