▲ This photo provided by Musinsa shows the South Korean fashion and retail platform's Myeongdong branch of casualwear brand Musinsa Standard. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, May 21 (Yonhap) -- Musinsa Co., a South Korean fashion and retail platform company, said Thursday its casualwear brand Musinsa Standard will open a new store, "Musinsa Standard Myeongdong Central," in Seoul's Myeongdong district in September.

The new store will be located a one-minute walk from Myeongdong Station on Seoul Subway Line No. 4 and will span from one basement floor to four above-ground floors, with a total floor area of 1,653 square meters. The store will be larger than the existing Musinsa Standard Myeongdong branch, which opened in March 2024 with a floor area of 1,050 square meters.

The new location will carry the brand's full product lineup, excluding its kids collection.

Reflecting Myeongdong's strong appeal among foreign visitors, Musinsa Standard plans to introduce Seoul-themed souvenir products targeting overseas tourists and offer a "custom service" allowing customers to personalize products according to their preferences.

Musinsa said it decided to open the additional store as Myeongdong has recently emerged as a major shopping hub for K-fashion and K-beauty among foreign tourists.

Foreign customers accounted for 56 percent of total sales at the Musinsa Standard Myeongdong store during the January-May period this year. At "Musinsa Store Myeongdong," a select shop that opened in January, foreign customers accounted for more than 70 percent of sales in April.

A Musinsa Standard official said Myeongdong has reemerged as a battleground for global fashion and beauty brands, adding that the strong sales performance from foreign customers at the company's existing Myeongdong stores reinforced confidence in its global growth potential.

The official added the company plans to accelerate new store openings this year with the goal of launching its 50th offline store nationwide.

jwc@yna.co.kr

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