MUSINSA will ramp up its push into China’s offline retail market by opening two new stores — MUSINSA STANDARD and MUSINSA STORE — back-to-back in Shanghai this December.
First, MUSINSA STANDARD, the brand known for its modern and essential casualwear, will open a flagship store in mid-December at the Baisheng Shopping Center on Huaihai Road(淮海路), one of Shanghai’s most iconic fashion destinations. With a daily footfall exceeding 500,000, Huaihai Road is widely recognized as a fashion mecca among China’s younger generation.
Spanning 1,300㎡, the new store will be MUSINSA STANDARD’s third-largest offline location following its Daegu Dongseong-ro and Hannam stores. The brand will offer an integrated online-to-offline (O2O) shopping experience, connecting with its recently launched Tmall flagship store, which opened on September 19.
The Shanghai location also holds strategic significance as MUSINSA’s first overseas offline store. Starting in Shanghai — a city that drives China’s fashion and lifestyle trends and boasts a dense young consumer base — MUSINSA plans to expand its offline presence across the country.
Later in the year, MUSINSA STORE will open a multi-brand select shop on Anfu Road(安福路), often referred to as “Shanghai’s Seongsu-dong.” Much like Seoul’s fashion-forward Seongsu district, Anfu Road is home to an array of stylish pop-ups and flagship stores from global brands. The new store is expected to serve as a key hub connecting Chinese trendsetters with MUSINSA’s partner brands.
Starting with Shanghai, MUSINSA aims to expand its footprint to over 100 stores across China within the next five years. Additional openings are already planned for the first half of next year in Nanjing Road, Xujiahui, and Hangzhou. By 2030, MUSINSA’s goal is to achieve over USD 720 million in combined online and offline sales in China.
A MUSINSA China representative commented, “Next year, we plan to accelerate the expansion of our offline presence, particularly in southern China, where Korean products and K-fashion brands are highly popular. We will continue to strengthen our online and offline infrastructure to ensure our partner brands achieve sustainable growth in China and beyond.”