Shinsegae Inter launches contemporary brand Enfold for the first time in Korea... Opens exclusive store

Contemporary women's clothing brand Enfold product. / Photo by Shinsegae International

[Asia Economy Reporter Song Seung-yoon] Shinsegae International announced on the 7th that it has secured the domestic distribution rights for the women's contemporary brand Enfold and will open the first standalone store in Korea on the 4th floor of Shinsegae Department Store Gangnam on the 14th.

Enfold is a women's contemporary brand established in 2011 by creative director Ueda Mizuki. It proposes sustainable designs that are not limited by age or size and is loved worldwide.

As the dictionary meaning of the brand name suggests?'to surround' or 'to embrace'?Enfold is characterized by soft and elegant silhouettes that seem to wrap around the body. With the core philosophy of 'hidden beauty,' the brand aims to allow women to naturally and beautifully express their femininity through comfortable clothing.

The Enfold Shinsegae Department Store Gangnam, opening alongside the brand launch, is Enfold's first global standalone store, presented on a scale of 35㎡ (approximately 11 pyeong). Enfold pursues unique interior designs for each store. This Gangnam location features the brand’s distinctive bright neon green cylinders throughout the store.

At the store, customers can find various Enfold products, including the 22FW season collection. The signature Back Drape Oversized Coat features pleated decorations on the back, offering restrained elegance. The padded blouson, which fully embodies Enfold’s charm, is characterized by a unique design that mixes various materials to create a layered look.

Before the store opening, Shinsegae International will start selling products through its own online mall, S.I.VILLAGE, from the 8th. A customer appreciation event to celebrate the launch will also be held until the 18th of this month. Customers will receive a coupon for a 10% discount on all Enfold products, and those who purchase over 700,000 KRW will be gifted two sets of Enfold socks worth 100,000 KRW at regular price.

A Shinsegae International official said, "Since the brand already has a high level of recognition and a large customer base in Korea, we plan to actively open stores and grow the brand."

This content was produced with the assistance of AI translation services.