What: Lotte Department Store is set to open a Musinsa Standard store in Lotte Mall Suwon on the 29th, marking the brand's first venture into an offline domestic retail channel.

Why it is important: This move represents a significant step for Musinsa Standard, expanding its reach beyond its current online presence and standalone stores into a major retail outlet. It introduces the brand to a wider audience, particularly in Gyeonggi Province, and aligns with Lotte's strategy to attract the younger demographic prevalent in Suwon.

Lotte Department Store has announced the opening of a Musinsa Standard store at its Lotte Mall Suwon branch, marking the first time Musinsa Standard ventures into the offline retail space of a domestic distributor. Musinsa Standard, launched in 2017, is known for its minimalist and timeless designs. The new store, covering approximately 1045㎡, will offer a variety of products, including collaborative collections. Unique features like a "live fitting room" and an Instagram-friendly space are designed to engage the young, tech-savvy consumer base in Suwon. The opening aligns with Lotte's efforts to cater to a younger audience, as evidenced by the demographic makeup of Lotte Mall Suwon's visitors. Additional store openings, including Byredo and new contemporary brands like Tierry and A.P.C., are also planned, further enhancing the mall's appeal to younger shoppers.

Musinsa Standard Debuts at Lotte Mall Suwon: a first for offline retail expansion