Fashion platform Musinsa has opened a 2,000-pyeong (approx. 6,600 sqm) mega-store in Seoul's Seongsu-dong in April, featuring a permanent beauty section. According to Musinsa, the 500 beauty brands housed in the store saw their average daily online transaction value rise by about 35% compared to before the store opened. This confirms the 'try offline, buy online' model is driving real sales.
Key performance highlights: - Offra Cosmetics: +250% daily online sales - Heartpercent: +213% - Rainbow Mansion: +165% - Tone28: +158% - Village 11 Factory: +151% - Kiss: +124% - Dear Dahlia: +107%
The store features experiential zones like 'Beauty Gacha' and test stations to increase dwell time and convert interest into online purchases. Musinsa is also expanding its private-label beauty line 'Musinsa Standard Beauty' with ultra-low-price skincare, following the success of its fashion PB which saw offline sales rise 86% YoY in Q1.
Musinsa's overall Q1 2025 consolidated revenue reached KRW 363.6 billion (+24.1% YoY), with operating profit of KRW 19 billion (+8.2%). On a standalone basis, revenue was KRW 335 billion (+25%) and operating profit KRW 27.5 billion (+45.5%). Offline expansion accelerated with new stores at One Grove, Starfield Village Unjeong, Hyundai Department Store Mokdong, and Shinsegae Premium Outlet Paju. Global store transaction value rose 48%+ YoY, and export value surged 11x. Foreigner sales share hit 56% at Musinsa Standard Myeongdong and over 70% at Musinsa Store Myeongdong.
A Musinsa Beauty official said: 'The online-offline linkage strategy is driving brand awareness growth and transaction volume, propelling the growth of入驻 brands. We will expand touchpoints for emerging and indie brands to meet customers and strengthen synergies.'
Source: Read the original report | Published: May 29, 2026