Fashion company Handsome to open flagship stores in Paris

‘SYSTEM’ and ‘SYSTEMhomme’ Paris Fashion Week

South Korean fashion brands are riding the wave of the global Hallyu phenomenon by actively expanding their presence overseas. Hyundai Department Store Group’s fashion company Handsome Corp. is set to open standalone flagship stores for its brands ‘SYSTEM’ and ‘SYSTEMhomme’ in Paris, targeting the European market.

On Monday, Handsome announced plans to unveil global flagship stores for the two brands in the world’s fashion capital in June 2024, the first time the company has opened standalone flagship stores for its own brands overseas since its establishment.

‘SYSTEM’ and ‘SYSTEMhomme’ are homegrown fashion brands that have consistently participated in Paris Fashion Week 11 consecutive times since 2019 and steadily building global recognition. The brands have showcased over 2,000 global exclusive products to more than 4,000 global fashion and retail professionals via exclusive presentations over the past five years.

Handsome participated in the ‘2024 Fall/Winter Season Paris Fashion Week’ in January 2024, where it gave a presentation. The wholesale showroom saw participation from a record-breaking 100 companies, with several new buyers from countries such as Denmark and Kuwait, expanding the brand’s reach.

The global flagship store for ‘SYSTEM’ and ‘SYSTEMhomme’ in Paris will likely be in the Le Marais district, considered a fashion and arts hub in the city. It will replace the existing ‘Tom Greyhound’ Paris store and is scheduled to open its doors in June.

Covering a total area of 400 square meters over two floors, the Paris global flagship store for ‘SYSTEM’ and ‘SYSTEMhomme’ will be the largest among the 147 stores worldwide. The concept behind the store is an amalgamation of SYSTEM’s dynamic and trendy image with the theme ‘Seoul, where the past and present coexist.’ The space will also serve as a year-round global showroom for new global products, including apparel, general merchandise, and accessories.

Handsome also plans to launch a dedicated global online platform for ‘SYSTEM’ and ‘SYSTEMhomme’ that targets European consumers in March 2024. After establishing a delivery system in Europe, including France, the company aims to expand its global delivery network to areas including North America, South America, and the Middle East.

Handsome has consistently participated in Paris Fashion Week over the years and gradually increased the two brands’ global wholesale figures. As a result, the company has secured contracts with over 100 fashion and retail companies in more than 30 countries worldwide, including Europe, North America, and Asia.

Global wholesale order amounts have increased by over 30 percent annually since 2019, and 2024’s performance is expected to grow more than fivefold compared to 2019, the year the company made its Paris Fashion Week debut.