▲ This photo of Musinsa Beauty store located at Musinsa Megastore Seongsu is provided by Musinsa. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, April 22 (Yonhap) -- Musinsa said Wednesday it will open its first permanent offline beauty store and strengthen direct purchasing and fulfillment services as it expands into the offline market.

The company said it will open the store on the second floor of “Musinsa Megastore Seongsu” on April 24. The 483-square-meter space will house around 500 beauty brands.

Musinsa said the store marks the official launch of its offline beauty business, going beyond its previously operated temporary pop-up stores.

To bolster its offline operations, the company also established a dedicated beauty purchasing division in the first quarter of this year and secured specialized personnel.

Based on this, Musinsa has introduced a direct purchasing model, in which it buys and distributes products itself, and has built partnerships with about 400 brands, including emerging and indie labels.

It also plans to expand its Musinsa Fulfillment Service (MFS) to the beauty category, providing integrated logistics support for brands, including warehousing, storage, packaging and shipping.

On its online store, the company offers services such as free shipping, same-day dispatch, seven-day delivery, and instant exchange and refund options.

A Musinsa official said the company will continue to expand customer touchpoints starting with Seongsu and serve as a key gateway for emerging and indie brands seeking entry into the offline market.

“We will grow together with our partner brands through comprehensive investments across direct purchasing, logistics and delivery,” the official added.

jwc@yna.co.kr

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