Musinsa has signed a partnership with the fashion brand Matin Kim for an exclusive distribution agreement in the Japanese market. With this partnership, Musinsa will provide comprehensive support for Matin Kim’s entry into the local market, handling all aspects of distribution and sales, such as marketing, promotion, and the opening and operation of offline stores in Japan for about five years, from the second half of this year until 2029.
Matin Kim plans to develop its local business using Musinsa’s online and offline channels. Online, the Musinsa Global Store will be the primary sales channel, while the first offline standalone store will be opened in a key commercial district in Tokyo in the first half of next year. The brand plans to expand its store presence across Japan, aiming to open up to 15 stores within five years and achieve sales of around 250 billion yen (approximately 2,500 billion KRW).
Previously, Matin Kim held pop-up stores in Tokyo, Osaka, and Nagoya since October last year, which reportedly attracted lines of customers, proving the brand’s popularity among Japanese consumers. Additionally, the Seongsu and Myeongdong flagship stores have seen a steady flow of Japanese customers from the 20s and 30s age group. Online, the brand has been interacting with Japanese customers since joining the Musinsa Global Store in November 2022.
Musinsa and Matin Kim plan to leverage data from the Global Store to understand Japanese customers’ purchase patterns and latest trends, offering localized products and customized strategies. Musinsa intends to use its local network and market entry know-how to help Matin Kim establish a foothold and grow in the Japanese market.
A Musinsa representative stated, “Matin Kim has become a leading K-fashion brand by recording lines of customers in all four of its Japanese pop-up stores. We will continue to provide extensive support to ensure that Matin Kim, not only in Korea but also in Japan, can synergize with Musinsa and grow into a global brand.”
A representative from Hakoguhouse, which operates Matin Kim, also expressed, “We are delighted to showcase Matin Kim’s high-sensitivity brand identity across Japan through this distribution agreement. We will continue a variety of activities to give back to the Japanese customers who love Matin Kim.”
Additionally, Matin Kim is planning to open more stores in Asia, including Hong Kong, Taiwan, and Macau.
Meanwhile, Musinsa established its Japanese subsidiary, ‘Musinsa Japan,’ in 2021 and has been investing and providing support to expand the influence of Korean fashion locally. It has previously promoted domestic brands such as Stand Oil, Glony, and Rest & Recreation through pop-up events, showrooms, and events for local customers and leading distribution buyers.