Musinsa Surpasses 100 Offline Stores... "100 Million Visitors in Five Years"

Opened 40 Stores This Year, Adding One About Every Eight Days
Visits to Domestic Stores Up 92% Year Over Year from January to October
Seven Stores in China; Expansion into Japan and Southeast Asia Planned

Musinsa has entered the era of 100 offline stores in Korea and overseas, five years after opening its first store in 2021. Cumulative visits to its stores have also surpassed 100 million.

According to Musinsa on Nov. 9, the company has opened 93 stores in Korea and seven overseas. Musinsa Beauty Seongsu, set to open in Seongsu-dong, Seoul, on Nov. 11, will be its 100th store. Including the four Champion stores whose operations it took over last year, Musinsa operates a total of 104 stores.

The pace of expansion has accelerated. After opening its first store in 2021, the company opened six in 2023 and 31 in 2025. This year, it has added 40 stores to reach its 100th, expanding at a rate of about one store every eight days.

Customers shopping at Musinsa Megastore Seongsu. Musinsa

Store visits have also increased. From January to October this year, visits to Musinsa's 75 stores in Korea rose 92% from the same period a year earlier. Visits to its eight Musinsa Store locations increased 84%, while those to Musinsa Standard stores rose 49%. At three Musinsa Store locations in Seongsu, Hongdae and Myeongdong, orders from international customers accounted for 52% of the total.

Musinsa is pursuing an expansion strategy tailored to each brand. Musinsa Standard has expanded its stores to major regional cities, focusing on department stores and shopping complexes. Musinsa Store has concentrated on key commercial districts such as Seongsu, Hongdae and Myeongdong, while broadening its presence with specialty stores for beauty, shoes and bags. 29CM has also increased its stores in Seongsu and the Seoul Forest area to eight, led by lifestyle and kids' select shops.

The company is also expanding overseas. After opening its first two stores in Shanghai, China, in December last year, it entered cities including Hangzhou and Shenzhen, bringing its overseas store count to seven in less than a year.

Musinsa is also expanding offline sales channels for brands that have grown through its online platform. It directly operates 17 standalone stores for domestic and international brands and also uses in-store QR codes to direct customers to make purchases online.

Musinsa plans to open six more stores by the end of the year, bringing the total number of stores it operates to 110.

A Musinsa representative said, "We have applied the e-commerce DNA we built online to our offline business and quickly established ourselves in the offline market with Musinsa's distinctive speed and execution. Going forward, we will expand our overseas stores beyond China to Japan and Southeast Asia, bringing the offline model proven in Korea to global markets."

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