Musinsa Standard Grows Fivefold in Five Years... Aiming for 1 Trillion Won in Sales This Year

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Musinsa Standard, the private brand of the online platform Musinsa, is aiming for annual sales of 1 trillion won this year.

Musinsa Standard has been demonstrating remarkable growth. It is estimated that Musinsa Standard recorded sales of approximately 470 billion won in 2025. After surpassing 100 billion won in annual sales in 2020, the brand has grown nearly fivefold in just five years. This puts it on par with Uniqlo, Topten, and Spao.

The expansion of offline stores has been a key driver of this performance. Last year alone, Musinsa Standard opened 14 new stores, increasing its nationwide store count to 33, and its annual cumulative number of visitors reached 28 million. The brand plans to continue expanding this year. Following the opening of the "One Grove Store" on January 22, Musinsa Standard is scheduled to enter major retail channels in the first half of the year, including Hyundai Department Store Mokdong, Starfield Unjeong, Shinsegae Premium Outlet Paju, and Shinsegae Department Store Gwangju.

The secret to Musinsa Standard's success lies in its "data-driven product planning," accumulated through operating its online platform. By precisely analyzing the real demand of Millennials & Gen Z, the brand has adopted a strategy of improving the quality and lowering the price of essential items such as slacks and T-shirts.

Musinsa Standard Shanghai Huaihai Baixing Store. Musinsa

The key variable is the success or failure of its global expansion, starting with the Chinese market. In December of last year, Musinsa Standard opened its first overseas standalone store in Shanghai, China, and is set to open its second store in March at the New World Shinwan Center on Nanjing East Road in Shanghai. By securing consecutive store locations on the first floor of department stores where global luxury brands are present, Musinsa Standard is gaining recognition for its growth potential in the local market. Musinsa has established an aggressive roadmap to open up to 10 Musinsa Standard stores in major Chinese cities by 2026 and to increase that number to 100 stores by 2030.

Industry experts say that Musinsa Standard, as a private brand originating from an online community platform and now evolving into a comprehensive fashion brand targeting the global market, presents a new growth model for Korea's fashion industry. A fashion industry insider commented, "For a domestic brand, achieving 1 trillion won in single-brand sales would become a new milestone for Korea's fashion industry," adding, "Whether the brand can successfully establish itself in China, the world's largest consumer market, will be the decisive turning point in determining when it reaches the 1 trillion won mark."

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