DEINET opens first flagship store in Seongsu-dong

DEINET, a fashion brand operated by Dani, has opened its first flagship store in Seongsu-dong, Seoul, the company announced Wednesday.

The store embodies the brand's minimal yet playful identity, which DEINET has cultivated since its 2024 launch primarily through online channels.

The interior features silver tones, wood materials and carefully chosen decorative objects to create a natural yet on-trend atmosphere. Accessories and apparel are arranged in a balanced layout to keep the focus on the products themselves.

The store brings together bestselling items including the "Two-Way Bag" — available in jelly and other materials — and popular accessories such as UGG boots. It also showcases new fall/winter 2026 arrivals alongside steady sellers including leather jackets and denim.

A selection of pieces from designer brand The Museum Visitor (TMV) and MIM, a brand known among runners, is also on offer.

Going forward, the store plans to offer exclusive products, collaborations and early-release items to provide a differentiated shopping experience.

DEINET held six pop-up stores this year at locations including Hyundai Department Store's Pangyo branch, Shinsegae's Gangnam and Centum City branches, and Yongsan iPark Mall. Last month, it opened counters at Shinsegae's Daejeon and Cheonan-Asan branches, as well as the main branch of Shinsegae Duty Free.

"This year we will focus on building a solid foundation for our new stores, starting with the flagship, and next year we will push ahead with a full-scale retail expansion," a DEINET official said.