Shinsegae's Revamped 'Man on the Boon' Sees Sales Surge... Accelerates Global Expansion

Rebranding Drives 25% Monthly Sales Growth
Strengthened Product Competitiveness Fuels Domestic Expansion
Success in Paris Showroom Leads to Entry into U.S. and European Boutiques

MAN ON THE BOON, a menswear brand operated by Shinsegae International, is accelerating its overseas expansion by leveraging its product competitiveness following a recent rebranding. Building on its growth in the domestic market, the company has begun to actively expand its global distribution network.

MAN ON THE BOON, launched by Shinsegae International in 2016, is a men's fashion brand that has offered both in-house designed products and international brands. Marking its 10th anniversary, the brand has undergone a renewal, shifting away from its previous business-oriented European style to redefine itself as a brand with Korean sensibility that embraces various generations and lifestyles.

This transformation is also reflected in the brand's performance. As a result of strengthened design and quality, monthly sales this month increased by 25% compared to the same period last year, indicating a clear improvement in consumer response and tangible effects from the rebranding.

The scene at Shinsegae International's Man on the Bun Paris showroom. Shinsegae International.

Building on this momentum, MAN ON THE BOON has begun expanding into overseas markets. With global interest in K-fashion on the rise, the brand is focusing on establishing differentiated brand identity and securing international sales channels.

As part of this strategy, MAN ON THE BOON operated an exclusive showroom in Paris during Paris Fashion Week in January, conducting business activities for global buyers. The event attracted fashion and distribution professionals from various countries, including the United States and Europe, and featured both collection showcases and discussions about potential collaborations. In particular, the brand's modern reinterpretation of Korean aesthetics received positive reviews, demonstrating its competitiveness.

The results are already becoming visible. MAN ON THE BOON has signed wholesale contracts with high-end boutiques such as Just One Eye in Los Angeles, United States, and Andreas Murkudis in Berlin, Germany. Products will be available at these stores starting from the Fall/Winter 2026 season.

Looking ahead, MAN ON THE BOON plans to further expand its global retail partnerships to enhance brand recognition and strengthen its position in the global menswear market.

A representative from MAN ON THE BOON at Shinsegae International stated, "Since the rebranding, product competitiveness has been further enhanced, leading to positive responses from both domestic and international customers. With the foundation for meaningful collaborations established through the Paris showroom, we will continue to gradually expand our distribution network to regions such as Northern Europe and Asia."

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