Musinsa said on Feb. 19 it will open the 'Musinsa Standard Shanghai Shinsegae Shinhwan Center Store' on Nanjing East Road in Shanghai in late March.

Musinsa is opening another store in a major Shanghai shopping district three months after opening Musinsa Standard’s first store in China on Huaihai Road in Shanghai last year. It plans to maintain momentum in expanding in the China market by broadening its local offline network.

Nanjing East Road is a key commercial district in Shanghai. It is known as the 'No. 1 shopping street in China' with flagship stores of many global companies clustered there. Shinsegae Shinhwan Center, which will house Musinsa Standard’s second China store, is the largest department store in the Nanjing East Road area and is close to Nanjing East Road Station, served by Shanghai Metro lines 2 and 10.

The Shanghai Shinsegae Shinhwan Center Store will span about 200 pyeong across 2 floors including above and below ground. It is characterised by an expanded brand experience through stronger visual presentation and theme-based product curation. Outside the store on the first floor, a large media facade measuring 7 metres in total and a kinetic wall that continuously rotates to display various patterns and images will be installed.

Musinsa plans to operate the store as a strategic hub targeting not only local consumers but also global tourists.

A Musinsa official said, "We have entered the first floors of leading shopping malls on Huaihai Road and Nanjing East Road, key shopping districts in Shanghai, in succession." The official added, "We have proven our brand competitiveness as a global anchor tenant in China." The official said, "We will secure long-term growth drivers through a phased expansion to major cities outside Shanghai, such as Hangzhou, in the first half of the year."