Our Legacy and Kith Succeed... Handsome's Foreign Fashion Brand Sales Up 50%

Sales Tripled Over Two Years Last Year
"Antenna Shop Strategy" Using In-House Select Shops and Pop-Up Stores Proves Effective

Foreign fashion brands that Handsome has recently introduced, such as Our Legacy, Fear of God, RE/DONE, and Kith, are showing rapid growth.

Handsome, a fashion company under Hyundai Department Store Group, announced on September 17 that sales from January to August this year for 12 foreign fashion brands launched in Korea since 2022 increased by 50% compared to the same period last year. Last year’s annual sales were more than three times higher than in 2023.

Exterior view of Kith Seoul. Hyundai Department Store

Since the introduction of Our Legacy in 2022, Handsome has successively brought in overseas brands such as Fear of God, Veronica Beard, RE/DONE, Kith, Agnona, and Nili Lotan. By leveraging its in-house import select shops "MUE" and "Tom Greyhound," the company discovers promising brands and utilizes an "antenna shop strategy," holding pop-up stores in areas such as Seongsu-dong, The Hyundai Seoul, and the Trade Center branch to test local customers’ responses.

Currently, around 200 foreign brands are being showcased in 50 select shops—including 15 MUE stores and 35 Tom Greyhound stores. Handsome explained that its experience operating domestic premium brands such as TIME, Mine, and SYSTEM, along with its existing customer base, has contributed to the successful domestic launch of new overseas brands.

By the first half of next year, Handsome plans to additionally introduce three brands, including Kim Kardashian's brand SKIMS, and aims to increase the number of retail stores for new foreign brands from the current 60 to 90 by the end of next year.

Yoo Taeyoung, Executive Vice President and Head of Overseas Fashion Division at Handsome, stated, "New overseas fashion brands are achieving remarkable growth and emerging as a new growth engine. We will continue to discover global fashion brands that can lead worldwide trends, and together with our domestic brands TIME, Mine, and SYSTEM, we plan to provide customers with new experiences and differentiated value."

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