Igukids Seongsu Marks First Anniversary with Foreign Sales Surpassing 65%

29CM Kids Select Shop Emerges as a Destination for K-Kids Brands

MUSSINSA announced on August 26 that the foreign customer sales share at 29CM’s kids select shop, “Igukids Seongsu,” has surpassed 60%.

According to 29CM's analysis of sales data from August 1 to 24, foreign customers accounted for more than 65% of total sales at Igukids Seongsu during this period. Sales to foreign customers increased 4.8 times compared to the same period in September last year, right after the store’s opening.

On-site photos of 29CM Kids Edit Shop 'Igukids Seongsu'. 29CM

Igukids Seongsu, introduced by 29CM in August last year, is the company’s first designer kids select shop. It features domestic up-and-coming brands that do not have their own offline stores, as well as kids fashion and accessory brands from Korea and overseas.

Of the 12 brand pop-ups held over the past year, more than 90% featured brands without their own offline shops. Notably, the kids' brand “Mongdada” launched its new season products simultaneously at Igukids Seongsu and on the 29CM app in March, recording over 150 million won in transactions within two weeks.

29CM explained that, as the number of foreign visitors continues to grow, Igukids Seongsu now serves as a testbed for domestic kids brands to gauge overseas customer response.

A 29CM representative stated, “The store has established itself as a place where not only young parents in Korea but also international tourists can discover new K-kids brands.” The representative added, “We will continue to differentiate curation by location, offering a shopping experience tailored to the various preferences of our customers.”

This content was produced with the assistance of AI translation services.