Musinsa said on the 2nd that its in-house brand "Musinsa Standard" will open its 30th offline store. The 30th Musinsa Standard store opens that day on the first and second floors of Lotte Department Store Pyeongchon. It is the 11th new store unveiled this year.
Musinsa Standard entered the offline market for the first time in 2021 by opening its Hongdae store. A year later, in 2022, it opened a store in Gangnam. Starting in 2023, it ramped up targeting key regional hubs by opening the Daegu Dongseong-ro store.
Recently, it has been accelerating expansion into key commercial districts outside Seoul. It is currently operating 12 shop-in-shop stores in Gyeonggi and Incheon, located in department stores and large shopping malls. In addition, this year it has continued new openings outside the capital region, including Hyundai Department Store Ulsan (Feb.), Galleria Timeworld (May), and Connect Hyundai Cheongju (Jun.). As a result, the number of stores outside Seoul has become more than 2.5 times the number in Seoul. In the previous month, the 28 Musinsa Standard stores nationwide recorded a cumulative visitor count of more than 2 million.
To mark the opening of the Lotte Department Store Pyeongchon location, Musinsa Standard will run a discount promotion from that day through the 4th. It will sell 100 limited units of a "Super Bag" packed with popular items worth 300,000 won for 49,900 won. It will also offer limited discount benefits to new Musinsa app sign-ups and purchasing customers, and give a 5,000 won credit to customers who write their first review in the app after purchasing in-store.
A Musinsa Standard official said, "The number of members who newly signed up for Musinsa after visiting the store has roughly doubled from a year earlier, making offline a key touchpoint with real effects in acquiring new customers and expanding brand experience."