Expansion of Offline Stores in Korea and Abroad
Plans to Open 10 Additional Locations in China
On December 18, Musinsa announced that its in-house brand "Musinsa Standard" is expected to record an annual cumulative transaction amount of 470 billion won this year, representing approximately 40% growth compared to the previous year. The company has set a goal to achieve 1 trillion won in annual transactions next year by accelerating its global expansion.
From January to November of this year, Musinsa Standard’s cumulative transaction amount surpassed 400 billion won. This figure combines the brand’s sales from both the Musinsa online store and Musinsa Standard’s offline stores. Based on the current sales trend, the company expects to reach 470 billion won by the end of the year.
Offline transactions increased by approximately 86% year-on-year, driving the overall performance. Musinsa Standard maximized its online and offline synergy this year by opening 14 new stores in major landmark locations across the country, including Incheon, Ulsan, Chungcheong, and Daejeon. As of December 18, Musinsa Standard operates 33 stores in Korea, and the annual cumulative number of visitors has exceeded 28 million-more than double the 12.5 million recorded last year. Musinsa Standard plans to continue its offline expansion next year, aiming to open at least two new stores every month to broaden customer touchpoints nationwide.
In particular, the number of foreign customers has increased significantly. Looking at the share of foreign sales at Musinsa Standard stores located in areas with high tourist traffic, the Myeongdong store leads with 55%, followed by Hannam at 44% and Seongsu at 42%. Riding this growing global interest, Musinsa Standard opened its first overseas store, "Musinsa Standard Shanghai Huaihai Baixing Store," in Shanghai, China, on December 14. Starting next year, the brand plans to open an additional store at the New World Daimaru Department Store on Nanjing East Road, a major shopping district in Shanghai, and aims to expand to a total of 10 stores in China.
A diverse range of hit products and steady sellers also supported the strong performance. Musinsa Standard is on track to reach a cumulative product sales volume of 13 million units this year. The number of cumulative online and offline product reviews has surpassed 1.3 million, demonstrating strong customer interest and active engagement.
The best-selling product was slacks. With their basic design and high quality, slacks have become a steady seller, with 1.01 million pairs sold this year alone. Notable examples include the Semi Wide Hidden Banding Slacks (120,000 pairs) and the Wide Hidden Banding Slacks (110,000 pairs). The "City Leisure Collection," which features an outdoor mood that bridges urban and natural environments, also received a positive response, with cumulative sales reaching 520,000 units this year. The Light Down jacket, which led the popularity of lightweight padding, recorded a cumulative sales volume of 150,000 units this year. Additionally, popular summer item Bermuda shorts sold 200,000 units, while the winter outerwear Balmacaan coat sold over 100,000 units, further driving sales growth.
A Musinsa Standard representative stated, "Musinsa Standard has consistently developed products that satisfy customers in both quality and price, and actively expanded offline customer touchpoints, which led to this year’s strong performance. Moving forward, we will continue to expand the brand experience across fashion, beauty, and lifestyle, and strive to become a globally competitive brand."
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