SEOUL – Musinsa Standard, the in-house modern basic casual wear brand of South Korean fashion platform Musinsa, has achieved a significant milestone, surpassing 30 offline stores, cementing its growing influence in the physical retail market. The brand's aggressive expansion strategy, which has recently focused on regional hubs outside the capital, is proving highly effective in acquiring new customers and enhancing brand experience.
Key Domestic Expansion: 30th Store Opens in Pyeongchon
Musinsa announced today, October 2, 2025, the grand opening of its 30th offline Musinsa Standard store on the first and second floors of Lotte Department Store Pyeongchon. This opening marks the eleventh new store for the brand this year alone.
The choice of the Lotte Pyeongchon location is strategic, as it is one of the representative commercial areas in the southern Seoul metropolitan region. The area boasts an inherently strong customer base, with Bumgye Station (Subway Line 4) nearby and large residential complexes. Crucially, its proximity to the Anyang Rodeo Street and Pyeongchon cram school district draws a high volume of young consumers in their teens and twenties (the 1020 generation), a key demographic for Musinsa.
The new store reflects Musinsa Standard's expanded product lines, featuring major categories including Men's, Women's, Home, Beauty, and Kids.
To celebrate the launch, the store is hosting various events, including a limited sale of 100 "Super Bags" (containing approximately 300,000 KRW worth of popular products) for 49,900 KRW until October 4. Limited-time discounts are also being offered to new sign-ups on the Musinsa application and to purchasing customers.
Nationwide Strategy Drives Visitor Growth
Musinsa Standard first entered the offline market in 2021, beginning with its Hongdae store, and has been ramping up its presence since 2023 by targeting major regional hubs. The strategy has seen a concerted effort to expand beyond Seoul and the capital region, with a focus on department stores and large shopping malls.
New stores opened in non-capital areas this year include Hyundai Department Store Ulsan (February), Galleria Timeworld (May), and Connect Hyundai Cheongju (June). According to recent reports, the number of Musinsa Standard stores outside of Seoul now significantly surpasses the number within the capital.
This rapid expansion is translating directly into customer engagement. Musinsa reported that the cumulative number of visitors across its 28 stores in operation as of September exceeded 2 million in that single month.
Offline Presence as a 'Key Touchpoint'
A Musinsa Standard official emphasized the role of physical stores in the company's growth. “The number of new members who signed up for Musinsa after visiting an offline store has approximately doubled compared to the previous year,” the official stated. “This demonstrates that offline is a key touchpoint with a tangible effect on acquiring new customers and expanding the brand experience.”
The company plans to accelerate store expansion in regions outside of Seoul to ensure more customers have accessible, hands-on experience with the brand. This strategy is part of a sophisticated omnichannel approach that seamlessly integrates the online and offline shopping experience, allowing members to enjoy the same discounts, use loyalty points, and even write app reviews for in-store purchases.
Musinsa Standard Eyes Global Horizons
The offline expansion is not limited to South Korea. Musinsa is also pushing its footprint into international markets, particularly China. The company recently formed a joint venture, Musinsa China, with Chinese sportswear giant Anta Sports. The partnership aims to aggressively expand the brand's presence, with plans to open a Musinsa Standard flagship store in Shanghai in mid-December, its first overseas offline branch.
This global move, alongside the accelerated domestic rollout, underscores Musinsa's commitment to transforming from a leading online platform into a dominant force in integrated (online-to-offline) retail, both at home and abroad.
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