Musinsa to open 100th store; cumulative visits top 100 million

South Korean fashion retailer Musinsa will open its 100th store Wednesday, marking a major milestone in its expansion just five years after launching its first physical location in 2021.

The opening of Musinsa Beauty Seongsu in eastern Seoul will bring the retailer's network to 93 stores in South Korea and seven overseas, the company said Monday. Including four Champion outlets it took over in 2025, Musinsa will operate 104 stores in total.

Cumulative visits to its physical stores have exceeded 100 million since 2021. From January through October this year, foot traffic at 75 domestic locations increased 92 percent year on year.

Visits to eight Musinsa Store branches rose 84 percent from the previous year, while Musinsa Standard visits rose 49 percent over the same period.

Foreign card payments accounted for 52 percent of orders at Musinsa Store locations in Seongsu, Hongdae and Myeong-dong, three major shopping districts in Seoul. They also made up 42 percent of orders at Musinsa Standard stores in those areas.

The retailer has expanded its physical presence in recent years, opening 31 stores in 2025 and another 40 this year, including Wednesday's planned opening. Its network includes fashion, beauty and specialty stores, as well as lifestyle outlets under its 29CM platform.

In China, Musinsa opened its first two stores in Shanghai last December. It added five more locations in Shanghai, Hangzhou and Shenzhen this year, bringing its overseas total to seven.

The company plans to open six additional stores by year-end, bringing its total operating locations to 110.

“We plan to expand our overseas stores beyond China into Japan and Southeast Asia, bringing the offline retail model established in Korea to global markets,” a Musinsa official said.