What: Shinsegae Group’s e-commerce firm SSG.com has acquired Korea’s leading online fashion platform W Concept.

Why is it important: It’s a new move designed to beef up its online fashion business.

The retail giant, one of Korea’s largest department store operators, already has a membership program five million strong and sells a number of fashion brands exclusively while also operating its own Frontrow brand.

W Concept, meanwhile, has a 30% share of Korea’s online womenswear market, according to estimates cited by The Korea Times, and has been upgrading its products and price point to a higher-end positioning recently.

The deal is still contingent on approval from the Korea Fair Trade Commission.

Shinsegae’s E-Commerce Arm Acquires W Concept