Gen Z-backed fashion giant Musinsa to open 1st overseas outlet in Shanghai

This photo shows Musinsa Standard Shanghai Huaihai Parkson, the company's first overseas offline outlet, which is set to open in China on Dec. 14. Courtesy of Musinsa

Musinsa, a Korean fashion and retail platform company, said Friday it will open its first overseas outlet in China as part of its global expansion strategy.

The Musinsa Standard outlet, which sells the company's in-house fashion brands, will open at the Huaihai Parkson shopping center in Shanghai on Sunday, the company said in a press release.

"We selected Shanghai as the first overseas destination for a Musinsa offline store as the city is emerging as a trendsetting hub for young global consumers. We plan to expand offline stores across China starting with the Shanghai outlet," the company said.

In addition to the Musinsa Standard store, the company plans to open a Musinsa Store outlet — a curated K-fashion store carrying partner brands — in Shanghai later this month, and a Tokyo store next year.

The company currently offers more than 10,000 Korean fashion brands on its online platform. In Korea, it operates 32 Musinsa Standard outlets as well as six Musinsa Store locations.

Of the domestic brands, about 4,000 also sell products through Musinsa Global, the company's English-language platform targeting 13 strategic markets, excluding China.