Musinsa said on Tuesday it will make a full entry into the department store market by launching its offline fashion select shop, Musinsa Store, at Lotte Department Store’s Jamsil branch.

Musinsa Store Lotte Department Store Jamsil, opening on Jan. 23, will be built in the Kinetic Ground area on the second floor of the department store. It will cover about 892.5 square metres. The store is Musinsa’s first case of entering a department store and is intended to diversify its retail channels following street stores and shop-in-shop locations in shopping malls.

The store curated about 100 brands, considering demand from young people in the Jamsil commercial district and foreign tourists. Many Musinsa-selected brands will take part, including The Coldest Moment, Miseki Seoul and AEA.

It will also run opening promotions. On Jan. 23, it will sell “Super Bags” made up of popular products on a first-come, first-served basis. Through Feb. 1, it will offer mutual discount benefits in partnership with Lotte World Adventure. A cross-discount event linked to Musinsa Standard’s Lotte World Mall branch will also run through Feb. 12.

A Musinsa official said, "Lotte Department Store Jamsil will become a new K-fashion landmark as its strong location combines with Musinsa’s curation capabilities." The official added, "We will continue to strategically open stores in a range of formats to expand customer touchpoints."