Handsome will unveil a large flagship store, "The Handsome House," in Daechi-dong, Gangnam-gu, Seoul. It is expected to be a specialized space where visitors can experience food and beverage (F&B), beauty spas, and cultural classes.
Handsome, a fashion company affiliated with Hyundai Department Store Group, said on the 5th that it will open "The Handsome House Seoul" on the 6th. The Handsome House is a concept store that Handsome first introduced to the industry in 2019, a distribution channel that mixes and displays various products across brand boundaries to match the latest trends.
The Handsome House Seoul, which opens this time, spans from one basement level to eight above-ground floors with a sales area of 1,927㎡ (about 582 pyeong), making it the largest among the 1,300-plus stores Handsome operates.
From one basement level to the third floor above ground, four floors (1,020㎡) will showcase more than 1,500 products—including men's and women's apparel and accessories—from 10 key Handsome brands such as Time, System, and Lanvin Collection, aligned with each floor's theme of global, casual, and lifestyle.
From the fourth to the eighth floor above ground, five floors (907㎡), which account for about half (47%) of the store area, will be dedicated as service-specialized spaces for F&B, cultural classes, and beauty spas.
On the fourth floor, the second location of the in-house F&B brand "Cafe Time," introduced at "Time Seoul," the Time flagship store that opened on Luxury Street in Cheongdam-dong in Nov., will open. A key feature is the significant expansion of dessert menu items from three to 17 at existing stores.
The fifth floor will introduce for the first time the lifestyle curation space "H Room." It will host brand pop-up stores and offer differentiated content such as cultural classes and exhibitions. The sixth floor will feature the beauty spa "Oera la Maison" of its luxury skincare brand "Oera," and the seventh and eighth floors will operate as VIP lounges.
A Handsome official said, "While flagship stores in the fashion industry sometimes use 20%–30% of their total sales area to operate F&B stores, it is a very unusual attempt to configure about half of the store as specialized spaces like this Seoul location."