MUSINSA achieved a significant milestone by surpassing USD 75 million in cumulative offline fashion sales for the first time in the first half of this year. This achievement was driven by the company’s effective omnichannel strategy, which enabled strong performance even during the fashion industry’s traditional off-season — including record-breaking results from last month’s “MUJINJANG Summer Black Friday” event.
MUSINSA reported that its cumulative offline store sales exceeded USD 75 million in the first half of 2025 (January to June). This figure includes the total sales from three MUSINSA Stores and two MUSINSA EMPTY locations, as well as 27 offline stores of its private label brand, MUSINSA STANDARD, as of the end of June.
Monthly sales data shows a strong growth trend. In January, MUSINSA’s offline sales surpassed USD 7.5 million for the first time, and by April, sales had increased by more than 50% to USD 12 million. In particular, with a surge in outdoor activities and leisure demand, monthly sales exceeded USD 15 million for two consecutive months in May and June. During the first half of 2025, MUSINSA’s offline stores welcomed more than 13 million visitors across all locations.
MUSINSA entered the offline retail market in May 2021 with the launch of its first private label brand store, MUSINSA STANDARD Hongdae. In the second half of 2023, the company expanded its offline presence by opening MUSINSA Store, a multi-brand shop featuring approximately 150 to 200 online-based emerging designer brands.
MUSINSA offers a seamless and differentiated shopping experience that allows customers familiar with online shopping to enjoy the same level of convenience and benefits in offline spaces.
At MUSINSA Store, shoppers can scan QR tags attached to each product to view real-time discounted prices based on online promotions. In addition, MUSINSA members visiting MUSINSA Store or MUSINSA STANDARD locations are eligible for membership-based discounts and rewards point benefits. They can also submit product reviews directly through the MUSINSA app after making a purchase.
A MUSINSA official said, “We achieved a record-breaking performance in June, with online sales exceeding USD 180 million during the MUJINJANG Summer Black Friday event. It is especially encouraging that we also reached a symbolic milestone of USD 75 million in offline sales for the first half of the year.” They added, “Going forward, we plan to strategically expand our offline presence by focusing on high-demand regions to better meet customer needs.”