[Report] "Capturing MZ Parents"... A Kids' Playground Opens in the Heart of Seongsu, Seoul's Fashion Hotspot

Igukids Seongsu Brings Together 37 Brands in One Place
A New Destination for Young Parents and Children to Explore Preferences
Reasonably Priced Gifts and Pop-Up Spaces Highlight the Store’s Appeal
Children’s Apparel Market Grows 30% in Spring, Driven by Millennial Tastes

Exterior of 29CM Kids Select Shop 'Igukids Seongsu' opening in Seongsu-dong. Provided by 29CM.

29CM, a women's and lifestyle platform operated by Musinsa, will open 'Igukids Seongsu,' a 330-square-meter kids select shop in Seongsu-dong, Seoul, on August 29, 2025, marking its entry into the offline kids select shop market. The company has gathered designer brands that were previously dispersed across the platform into one location, allowing consumers to see and purchase products in person. Targeting young parents, the company has converted its Iguseongsu store, which is frequently visited by people in their 20s and 30s, into a kids store.

The store was designed with the satisfaction of young parents in mind. The interior features a wood tone with sky blue accents, creating visual interest throughout the space. The aisles between displays are wide enough for parents and children to walk hand-in-hand comfortably. On one side, a playroom has been set up using kids furniture brands available on 29CM. A total of 37 brands for babies (ages 0-2) and kids (ages 2-7) have entered the store, with the first floor dedicated to retail and the second floor operating as a nursing room and play area.

Baby products suitable for gifts, such as blankets, bibs, feeding spoons, and towels, are displayed. Photo by Minji Lee.

Inside view of Igukids Seongsu store. Photo by Minji Lee.

The store's main strength is that it allows parents and children to explore and share their preferences together. Over 70% of the brands featured at Igukids Seongsu do not operate their own stores, making this their first appearance in an offline retail space.

Iguseongsu has set up individual displays for each brand, encouraging customers to freely compare their preferences. According to the company, 80% of the brands are domestic, and they have made efforts to attract emerging brands that are not available at competing select shops. Major brands featured include Earthd Archive, The Mellow Gardener, Cocomoco, Pehedodobebe, and Monoreim.

Inside view of Igukids Seongsu store. Photo by Minji Lee.

Igukids Seongsu also targets customers who find luxury department store clothing too expensive and are hesitant to buy low-cost SPA brand clothing. The prices of products in the store fall between those of department stores and SPA brands. For example, outerwear is sold in the 50,000 to 100,000 won range, and long-sleeved T-shirts are available for 30,000 to 40,000 won.

The store also targets consumers who want to give reasonably priced gifts. While gifts purchased at department stores for acquaintances often cost well over 100,000 won, items such as bibs, towels, and blankets packaged as gifts can be purchased at the store for around 50,000 won.

On one side of the store, a pop-up space has been created to introduce new brands every two to three weeks. The first brand to occupy the pop-up space is Detamiproject. Launched in 2022, this brand offers clothing for children aged 2 to 7, featuring self-developed fabrics. Their steady seller is a product with colors arranged in a repeating pattern, reminiscent of 'Mujigaetteok' (Korean rainbow rice cake). There is also a shoe zone where children can try on toddler shoes from Fila, Vans, Keen, UGG, and other brands.

Inside the store, there was a separate section for toddler shoes. Products from Keen, UGG, Fila, Vans, and others were displayed.

A space where you can understand children's preferences. An experiential space has been prepared where you can take photos at the photo zone and print them out. Photo by Minji Lee.

29CM aims to quickly secure customers and gain a first-mover advantage, as there are currently no dominant players in the kids select shop market. Although the total fertility rate last year was only 0.75, the children's apparel market continues to grow each year. According to a survey on spring fashion consumption released by the Korea Federation of Textile Industries in July, while the overall fashion market shrank by about 8%, the children's apparel market grew by approximately 30%.

In the first half of this year, the transaction volume of baby products on the 29CM platform surged more than tenfold compared to the previous year. A 29CM representative stated, "The growth of the children's apparel market is being driven by the taste-driven consumption of millennial parents," adding, "We plan to continue expanding our offline stores in the future."

Meanwhile, Igukids Seongsu will offer a 'Preference Discovery Card,' which allows parents and children visiting the store together to record the child's fashion preferences and lifestyle habits, until August 31. Additionally, a 10% discount will be provided for purchases over 100,000 won until September 1.