Musinsa to Open Offline Stores in China... "100 Locations in 5 Years"

Standard and Musinsa Stores to Open in Shanghai
Laying the Foundation for Partner Brands’ Entry into China
Aiming for 1 Trillion Won in Sales by 2030

Musinsa announced on September 30 that it will accelerate its entry into the Chinese offline market by opening both a Musinsa Store and a Musinsa Standard store in Shanghai this December.

Musinsa’s in-house brand, Musinsa Standard, will open a flagship store in mid-December at the Baisheng Shopping Center on Huaihai Road in Shanghai. Huaihai Road is known as a fashion mecca for young people in China, with a daily foot traffic of over 500,000 people.

The store will cover a total area of 1,300 square meters (about 400 pyeong), making it the third largest Musinsa Standard offline store after the Daegu Dongseongro and Hannam branches. Musinsa Standard plans to offer integrated online and offline services in connection with the Tmall flagship store, which launched on September 19.

The Musinsa Standard Shanghai store is especially significant as it marks Musinsa’s first overseas offline location. Starting in Shanghai-a city with a high concentration of young consumers and a leader in fashion and lifestyle trends in China-Musinsa plans to expand its offline business across the country.

At the end of the year, Musinsa Store will open an offline select shop in Anfu Road, a district known as the “Seongsu-dong of Shanghai.” Like Seongsu-dong in Seoul, Anfu Road is a popular shopping area where stylish international brand pop-ups and flagship stores are clustered. The Musinsa Store Shanghai branch is expected to serve as a global hub connecting China’s trendsetters with Musinsa’s partner brands.

Starting with Shanghai, Musinsa plans to increase the number of its stores in China to over 100 within the next five years. In the first half of next year, additional openings are scheduled in three regions: Nanjing East Road, Xujiahui, and Hangzhou. The company aims to achieve integrated online and offline sales of more than 1 trillion won in China by 2030.

A Musinsa China representative said, “Next year, we will rapidly expand our offline stores in southern regions of China, where Korean products and K-fashion brands are especially popular. We will continue to strengthen our online and offline infrastructure so that our partner brands can achieve sustainable growth in China and global markets.”