April 27, 2024

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[THE INVESTOR] South Korean fashion powerhouse Handsome announced on Jan. 23 that it is entering China with its casual range System and System Homme.

 

System Homme’s 2016 fall/winter campaign ad

The firm will unveil its first System Homme store in Hangzhou Tower Shopping Mall, one of the five luxury department stores in the country with over 300,000 visitors a day, according to the company. 

System Homme will be the only South Korean brand, offered on the second floor of the luxury department store, home to international brands like Armani Jeans and Calvin Klein Jeans. 

The Hyundai Department Store affiliate plans to open four stores selling System and its menswear range, in Hangzhou in the first half of this year, including one on the first floor of Hangzhou’s mega shopping mall Kerry Centre, scheduled for March.

In the latter half, Handsome will open an additional six stores in Shanghai and Beijing, aiming to secure over 50 distribution points across China by 2020. 

To better tackle the market in September 2016, it has signed an exclusive sales partnership with Hangzhou Zhiheng, which operates over 700 stores for imported apparel brands, including Tommy Hilfiger and Brooks Brothers, in China.

By Hwang You-mee (glamazon@heraldcorp.com)