Musinsa, Magok One Grove, Kids Specialized Space
Last year’s Kids Line Offline Sales 6.7X ↑
Top Ten Kids, Starfield Operation ‘Young Child’ Strengthened
Despite the low birth rate and sluggish domestic demand, the kids’ fashion market is showing growth. As a result, the fashion industry is expanding its kids line and strengthening offline contact points.
According to the industry on the 22nd, Musinsa will open an offline exclusive store under its own brand ‘Mushin Standard’ in Magok One Grove, Seoul. The store consisted of the “Mushin Standard Kids,” a children’s winter clothing line, as a single space.
Magok-dong, which has emerged as a key business district in the southwestern part of Seoul, is an area with a large floating population of young people, including newlyweds and office workers, due to the concentration of large offices and large residential complexes. Considering the demand behind the scenes, Musinsa Standard differentiated the space composition so that family customers can experience a wider range of kids products.
Demand for Musinsa Standard Kids is also rising sharply due to the expansion of offline contact points. Musinsa strengthened its kids lineup last year by opening a series of new stores in major bases across the country, including Ulsan, Songdo, Ilsan, Gangdong, and Anyang. As a result, offline sales of the Kids Line grew about 6.7 times last year compared to the previous year.
Earlier, 29CM, run by Musinsa, entered offline at the end of August last year by opening a kids’ editing shop called “Eagukids Seongsu” in Seongsu-dong, Seoul. Based on the opening of the Igookies store, transactions in the 29CM Kids category increased 70% over the month compared to the same period last month.
“Top Ten Kids,” a children’s clothing brand run by Shin Sung Trade, surpassed 100 million won in sales in 10 days at the Starfield Village stop, which opened in December last year. Tamten Kids has expanded its composition aimed at infants and toddlers by strengthening its baby line at the store.
Traditional fashion companies are also focusing on the ‘family brand’ strategy through the kids line. LF introduced a new kids lineup from the fall and winter (25FW) season in 2025 through its flagship brand ‘Hedges’. The premium contemporary casual sensitivity, materials, and brand-specific moods built by the adult line were applied to the kids’ products to strengthen the consistent brand experience from adults to kids.
An industry official said, “Although the number of children has decreased, it seems to value brand, design, and functionality as the tendency to consume intensively on one person becomes clear,” adding, “It is gaining great popularity among young parents who are looking for family looks or trendy designs.”
link
