Musinsa to open two stores simultaneously in Shenzhen, targeting southern China

Musinsa announced it will open a Musinsa Store and a Musinsa Standard location simultaneously in Shenzhen on Oct. 31, targeting the southern China market.

The Korean fashion platform has previously focused its China expansion on eastern cities such as Shanghai and Hangzhou. Shenzhen, the economic and industrial hub of southern China, has a large base of young, high-spending consumers drawn by its advanced technology sector. Musinsa plans to use Shenzhen as a new foothold from which to expand its store network to other major Chinese cities.

Both stores will be located at One Avenue, a large mixed-use commercial complex in the Futian central business district — the heart of Shenzhen's prime retail zone. The Musinsa Store will carry around 30 Korean fashion brands, while the Musinsa Standard location will be the brand's fifth outlet in China. Product lineups will be tailored using sales data from existing Chinese stores alongside Shenzhen's local climate and consumer preferences.

"We will continue to expand our offline presence in key consumer markets and strengthen our growth foundation in China," a Musinsa official said.