29’, the lifestyle brand launched by 29CM in March 2024, is opening its first offline store on Yeonmujang-gil, Seongsu on September 6.
Since its launch, 29’ has introduced a wide range of lifestyle products under the concept of “Beautiful Practicality,” reflecting 29CM’s customers’ tastes and everyday needs. Driven by growing awareness and demand for its fragrance products, 29’ achieved a transaction volume increase of over 90% year-over-year during the past three months(June 1 – August 31, 2025), underscoring its rapid growth.
Building on this strong customer response, 29’ is using the launch of its first offline store as an opportunity to strengthen its identity as a fragrance lifestyle brand. The new store will showcase a curated selection of its signature products, including the best-selling Muddle Diffuser and the recently launched body and hand care collections, as well as a variety of fragrance-driven lifestyle items.
29’s fragrance line stands out for its modern reinterpretation of Korean sensibilities, with product concepts inspired by “Muddle” (stone piles), “Dalhangari” (moon jars), and “Boreumdal” (full moons). The collection features sophisticated scents crafted with plant-derived natural essential oils, offering a premium fragrance experience.
The offline store’s interior is designed in warm wood tones to create a calm and comforting atmosphere. Embodying the brand’s concept of “Stories Written Through Fragrance,” the space integrates the value of scent as a source of healing and comfort in everyday life. Unique metal craft objects by artist Yoon-jung Lee are displayed throughout the store, further enhancing the sensorial experience.
To celebrate the opening of 29’ Seongsu, 29CM is hosting an exclusive in-store event on September 6. On opening day, customers purchasing any Muddle Diffuser or body and hand care products will receive one additional product of their choice as a complimentary gift, with no minimum purchase required.
A 29CM official commented, “The launch of 29’ Seongsu reflects the growing demand from customers who have discovered our fragrance products online and now want to experience them in person.” They added, “Starting with this first offline store, 29’ aims to grow into a premium fragrance lifestyle brand that caters to ‘life-setter’ customers seeking their own unique tastes and lifestyle standards.”