Local fashion e-commerce site Musinsa to relocate headquarters to Seongsu-dong

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Local fashion e-commerce site Musinsa to relocate headquarters to Seongsu-dong

Published: 04 Oct. 2022, 15:46

Musinsa Campus N1 is the fashion e-commerce platform's new headquarters in Seongsu-dong, eastern Seoul. [MUSINSA]

Musinsa, a large local fashion e-commerce site, has found a new home in Korea’s rising fashion mecca.

The platform announced Friday that it is moving its headquarters to Seongsu-dong in Seongdong District, eastern Seoul, and that it will be called Musinsa Campus N1.

The main office used to be in Apgujeong-dong in Gangnam District, southern Seoul, since 2012.

In a statement, Musinsa said that it chose Seongsu-dong due to its “regional characteristics” and being an area where “the latest trends coexist.”

Seongsu-dong is where the massive Seoul Forest park is located, and is also right alongside Ttukseom, which is home to one of Seoul’s most popular Han River parks.

Musinsa Studio Seongsu, which is a shared workspace building dedicated to supporting fashion brands, opened in April at Seongsu-dong. [MUSINSA]

The area was previously home to many factories in the 1970s. The area has since transformed into a hotspot for the younger generation with cafes and pop-up or flagship stores for fashion brands.

Musinsa Campus N1 is 10 stories tall and on the first floor is a cafe called Asnisum, which is Musinsa spelled backward. Musinsa said it has plans to collaborate with other Seongsu-based cafes and bakeries, like Seoul Angmusae, OVDZ Donut & Coffee and Friday Bakery.

This is not Musinsa’s first attempt at nestling into the area. It already has a number of offline stores and offices in Seongsu-dong. Musinsa Studio Seongsu, which is a shared workspace building dedicated to supporting fashion brands, opened in April. SLDT, or Soldout, Musinsa’s subsidiary platform that acts as a broker to allow people to sell limited edition streetwear like sneakers, has an offline store in Seongsu-dong as well.

29CM Seongsu, 29CM's first curated showroom [29CM]

In early September, Musinsa launched E( )PTY (pronounced “empty”), a four-story boutique that offers a selection of emerging designer brands. 29CM, another subsidiary of Musinsa that focuses on lifestyle such as interior items, opened its first curated showroom 29CM Seongsu in late September.

“Seongsu-dong is highly favored by people in the fashion industry as it’s become a new business district for many brands, as well as creators [like designers],” said Kim Woo-ri, team leader of Musinsa’s space division. “By moving into the area, Musinsa has plans to continue to contribute to a better atmosphere for fashion with other offline spaces.”

BY SHIN MIN-HEE [shin.minhee@joongang.co.kr]