Musinsa to add five stores in second half of 2026
Kolon Sport to open 10 stores

K-fashion is accelerating its push into the Chinese market. Musinsa plans to open 4~5 additional stores in the second half of the year, and emerging brands such as Mardi Mercredi have also set out to expand their local business. Rather than simply increasing the number of stores, they are actively working to raise brand awareness by placing flagship or experiential stores in key cities.
According to the fashion industry, Musinsa has opened five offline stores in Shanghai and other areas since the end of last year and plans to open approximately 4~5 additional stores in the second half of this year. Of the five stores currently in operation, four are Musinsa Standard, a specialty store retailer private label apparel brand (SPA) brand, and one is a Musinsa store.

LF’s Hazzys is one of the representative brands leading the K-fashion invasion into the Chinese market. Hazzys recorded sales of approximately KRW 490 billion in China last year, an increase of about 11.4% from the previous year. This accounts for almost half of its total domestic and international sales of KRW 1 trillion.
Kolon Sport is also expanding its presence in the Chinese premium outdoor market. Last year, Kolon Sport’s sales in China reached approximately KRW 990 million, an increase of about 32%, a 14-fold increase compared to 2021 (KRW 70.3 billion). Kolon Sport plans to open 10~20 more stores within this year.
F&F’s Chinese subsidiary (F&F China) recorded sales of KRW 960.3 billion last year, and the industry forecasts that sales will surpass KRW 1 trillion this year. Sales in the first quarter reached KRW 303 billion, a 17.2% increase year-on-year. Following MLB, F&F is also focusing its efforts on expanding the business of Discovery Expedition in China.
Recently, extending beyond premium brands, indie-brands, designer brands, and private brands are also expanding into China in full-scale. Piece Peace Studio entered the Chinese market directly this year, breaking away from the traditional licensing type. Grove, a designer brand, is also accelerating its business expansion in China. Grove, which began opening stores last year, currently has 26 stores and plans to increase that number to 50 by the end of the year.

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