Musinsa is collaborating with Thailand's Central Group to launch offline stores for its private brand, Musinsa Standard. This expansion into Thailand follows its previous entries into the Philippines, Indonesia, Vietnam, and Malaysia, bringing its Southeast Asian presence to five countries.
On November 4, Musinsa signed an exclusive distribution agreement with Central Marketing Group (CMG), a subsidiary of Central Retail Brand and Specialty Group (CRBS), the company announced on November 13.
Under this agreement, the two companies will open Musinsa Standard stores in key commercial areas in Thailand and develop product assortments and marketing strategies tailored to local consumer preferences and lifestyles.
CMG operates over 30 global brands in fashion, beauty, and technology as part of the Central Group's retail operations. It has a diverse range of distribution channels, including department store locations, standalone brand shops, and online shopping platforms.
Musinsa plans to leverage CMG's local distribution network to expand its offline business. The focus will be on converting the demand observed in Musinsa's global store into actual store visits and purchases. Thailand is one of the growing markets for Musinsa in Southeast Asia, with sales from its global store in Thailand increasing by 26% in the first half of this year compared to the same period last year.
A Musinsa representative stated, "Thailand is a market where demand for K-fashion has been steadily increasing this year. We aim to increase touchpoints for Thai customers to experience Musinsa Standard directly and to solidify the brand's growth potential in the local market."
* This article has been translated by AI.
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