Musinsa teams up with Philippine conglomerate Ayala for Southeast Asian push
Summary
Musinsa signed an exclusive distribution agreement with ACX Holdings Corporation, the retail arm of Philippine conglomerate Ayala Corporation, to expand in the Philippines. The companies plan to gradually widen distribution channels, including offline stores, and Musinsa will open its first Musinsa Standard store in the country in the second half of this year at Glorietta in Makati. The company said it will use ACX’s distribution infrastructure to reach Filipino consumers.
Key Facts
- Musinsa said the agreement was signed on July 17 and announced on Wednesday.
- Ayala Corporation was founded in 1834 and has businesses in real estate, financial services, telecommunications and energy.
- ACX Holdings will serve as Musinsa’s fashion sector partner as it expands distribution across retail, groceries, wholesale and lifestyle categories.
- Transactions by Filipino shoppers on Musinsa’s global platform grew by an average of roughly 50 percent annually from 2023 through 2025.
- Musinsa operates fashion and beauty platforms including Musinsa, 29CM, Musinsa Empty and SoldOut, along with Musinsa Standard, Oddtype and Wiggy.
A Musinsa offline store in Seongdong District, Seoul / Yonhap
Musinsa, Korea's largest online fashion platform, said Wednesday it signed an exclusive distribution agreement with ACX Holdings Corporation, the retail arm of Philippine conglomerate Ayala Corporation, to expand its business in the Southeast Asian country.
Musinsa and ACX Holdings signed the agreement July 17, and the companies plan to gradually expand distribution channels in the Philippines, including opening offline stores, Musinsa said.
Ayala Corporation, founded in 1834, is one of the Philippines' largest conglomerates, with businesses spanning real estate, financial services, telecommunications and energy.
ACX Holdings serves as its retail and distribution subsidiary, helping global brands enter and operate in the Philippine market.
Under the new agreement, Musinsa becomes ACX's fashion sector partner as the Philippine company expands its distribution business across retail, groceries, wholesale and lifestyle categories. Musinsa said it plans to use ACX's distribution infrastructure and market experience to enter the Philippine market and expand its reach among Filipino consumers.
The Philippines, a Southeast Asian market of more than 110 million people with a young population and steadily growing demand for fashion, has seen rising interest in Korean fashion driven by the spread of Korean pop music and television dramas, Musinsa said.
Transactions by Filipino shoppers on Musinsa’s global platform grew an average of roughly 50 percent annually from 2023 through 2025, according to the company.
Musinsa said it plans to expand its offline presence in major Philippine commercial districts, centered on its in-house casual wear brand Musinsa Standard.
The company will open its first Musinsa Standard store in the Philippines in the second half of this year at Glorietta, a shopping mall in Makati, a major business and shopping district in Metro Manila.
"The Philippines is a strategic market with strong growth potential, driven by young consumers' rising interest in Korean fashion brands," a Musinsa official said.
"Working closely with ACX Holdings, which has deep understanding of the local market and strong retail operations capabilities, we will strengthen Musinsa Standard's brand competitiveness and offer Filipino consumers a new K-fashion experience."
Musinsa operates fashion and beauty platforms including Musinsa, 29CM, Musinsa Empty and SoldOut, along with the casual wear brand Musinsa Standard and beauty brands Oddtype and Wiggy. The company also runs Musinsa Japan and Musinsa China as part of its push to expand Korean fashion brands overseas.
This article was published with the assistance of generative AI and edited by The Korea Times.
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