Handsome Expands in Fashion Capital Paris: System Homme Opens Permanent Store in Galeries Lafayette

Permanent Store Opens on Second Floor of Men's Section at Haussmann Flagship
Key Base Alongside Marais District Flagship

Handsome announced on January 7 that its men's casual brand, System Homme, has opened a permanent store in Galeries Lafayette, France.

Galeries Lafayette is the largest department store chain in France, boasting a 130-year history. The Paris Haussmann flagship store, where the System Homme permanent store is located, is a landmark in France, attracting 37 million visitors annually. It is renowned for housing not only global luxury brands but also designer labels that are highly regarded in the international fashion industry.

System Homme store inside Galeries Lafayette department store in France. Provided by Handsome.

System Homme opened its permanent store on the second floor of the men's section at Galeries Lafayette Paris Haussmann on January 6. The second floor of the men's section is known as a space where brands with a creative and experimental approach, breaking away from traditional menswear, gather to target the next generation of luxury customers. Nearby, French men's casual brands such as Officine G?n?rale and A.P.C. have also opened stores. The System Homme store occupies approximately 31 square meters (about 10 pyeong).

The newly opened permanent store will not feature the existing System Homme products sold in Korea, but will instead focus on a global collection that reflects the tastes of European consumers, showcasing bold materials and designs.

The entry into Galeries Lafayette is regarded as a result of Handsome's ongoing overseas expansion strategy to become a global fashion brand. Since 2014, Handsome has been targeting the European market by opening its own select shop brand, Tom Greyhound, in Paris. It is the only Korean fashion company to have participated in Paris Fashion Week for 14 consecutive seasons since 2019. Recently, the Tom Greyhound Paris store was converted into System's first global flagship store, continuously promoting the brand to new local customers and international buyers in Europe.

Handsome plans to use the existing System flagship store in the Marais district of Paris and the new System Homme permanent store as key bases to expand its overseas business. The existing System flagship store will serve as a "showroom" that demonstrates Handsome's brand identity to international buyers and local fashion insiders, while the high-traffic Galeries Lafayette permanent store is positioned as a "retail hub" to increase brand recognition among the general public and drive actual sales.

A Handsome representative stated, "Opening a permanent store in Galeries Lafayette is a decisive opportunity to clearly establish System Homme's product quality and appeal among international buyers and customers. We will continue to focus on elevating the status of K-fashion in the European market by emphasizing differentiated designs and high-quality craftsmanship."