This article was displayed on the ChosunBiz MoneyMove (MM) site at 3:32 p.m. on Mar. 6, 2026.
Musinsa Partners, the investment-focused subsidiary of fashion platform Musinsa, has made a strategic investment in the premium childrenswear brand "Deutami Project." The move is seen as a bid to seize leadership in the kids' fashion market amid the spread of so-called "gold kids consumption," in which parents spare no expenditure for a single child.
According to the investment banking (IB) industry on the 6th, Musinsa Partners recently took part in a new funding round for Deutami Project, which operates the childrenswear brand Deutami Project, betting about 2 billion won. It is understood that Musinsa Partners stepped in as the sole investor without other financial investors (FI).
Deutami Project launched as a kids' fashion brand in 2023. Emphasizing lively colors in its childrenswear, it drew the attention of young parents through social media (SNS) such as Instagram and expanded its recognition, recording 5.3 billion won in sales in 2024. This year it is targeting 10 billion won in sales.
Musinsa Partners reportedly decided to invest in Deutami Project, noting that today's parent generation is familiar with SNS. In fact, the infant bibs that Deutami Project released in various colors became known as a must-have item in parenting vlogs and sold more than 5,000 units last year.
The investment was also driven by the rapid growth of the kids' fashion market on the back of so-called gold kids consumption. Gold kids consumption refers to a phenomenon in which households with one child increase spending on that child, and the domestic childrenswear market grew from about 1.8 trillion won in 2020 to 2.5 trillion won in 2024.
Recently, the term "ten pocket" has even emerged. Not only parents but also grandparents, aunts and uncles open their wallets for a single child, and on 29CM, Musinsa's lifestyle platform whose main customers are women ages 25 to 39, the kids' fashion transaction amount in the second half of last year rose 284% from a year earlier.
There is also speculation that Musinsa Partners will ramp up investments in childrenswear starting with Deutami Project. Musinsa is moving in earnest to expand categories into kids' fashion products by leveraging 29CM. Last year, 29CM also unveiled a kids' select shop, "29Kids Seongsu," in Seongsu-dong, Seoul.
An IB industry official said, "Musinsa Partners has played an advance-guard role by discovering fashion brands early and connecting them to the Musinsa platform," and added, "With the premium kids' fashion market recently viewed as resilient to downturns, investments in childrenswear brands are likely to increase further."
Meanwhile, Deutami Project plans to use the newly secured funds to expand its childrenswear product lineup within the brand. It is also said to be moving in earnest to expand offline touchpoints beyond operating an SNS-based online mall, including running pop-up stores and entering department store locations.