What: Shinsegae-powered Handsome is launching its first multibrand location outside Korea.

Why it is important: Are we seeing the emergence of a new breed of fashion multibrand retailers?

South Korean fashion retailer Handsome has launched its first global flagship store for the System and System Homme brands in the Marais district of Paris. This new two-story flagship store spans 470 square meters, making it the largest of Handsome's 147 locations worldwide. Reported by The Korea Economic Daily, the store's design was a collaborative effort with both local and international designers and artists, incorporating traditional Korean dancheong decorative techniques. The store showcases over 400 items, including apparel that has been featured at Paris Fashion Week since 2019. Beyond serving as a retail space, it is also positioned as a global logistics hub, facilitating worldwide shipping from Europe to regions including the Middle East, North and South America. Additionally, Handsome is set to launch a pop-up event at Galeries Lafayette in Paris next month.

South Korean Handsome has opened its first global flagship, in Paris