Musinsa Standard sees rapid growth in offline market

Customers wait in line to enter the Musinsa Standard Hannam flagship store. (Musinsa)

Musinsa’s private label brand, Musinsa Standard, is on track to hit an annual revenue of 100 billion won ($72.3 million) for 2024, thanks to its rapid expansion in South Korea’s unified manufacturing and retail (SPA) market. According to industry reports on Thursday, Musinsa Standard is expected to achieve this milestone via offline sales alone, thanks to increasing consumer demand for affordable, high-quality fashion amid rising inflation.

Originally launched in 2017 as an online-exclusive brand, Musinsa Standard quickly gained popularity among younger shoppers in their teens and twenties. The brand recently expanded into major department stores and shopping malls aggressively, attracting a growing number of customers in their thirties. Offering affordable essentials like tailored slacks priced between 20,000 to 30,000 won, Musinsa Standard has positioned itself as a go-to brand for high-quality basics at reasonable prices.

Musinsa Standard’s 16 retail locations across the country recorded their highest-ever monthly offline sales in October 2024, totaling 12 billion won.