HYUNDAIDEPARTMENTSTORECO.,LTD explained, “The ‘The Hyundai Global’ retail shop features domestic brands that have demonstrated competitiveness and growth potential among global MZ customers through outlets such as The Hyundai Seoul.”
Stand Oil and LauraLaura have demonstrated their growth potential through their financial performance. Koza, the operator of Stand Oil, recorded sales of 585억 won last year, a 25.4% increase from the previous year. ByWJ, the operator of LauraLaura, saw its sales rise by 13.5% to 647억 won last year.
What these two brands have in common is that they first secured a fan base domestically by leveraging their presence on online platforms, viral social media campaigns, and celebrity endorsements. After validating their product quality and consumer response online, they expanded into offline distribution channels such as department stores and shopping malls; they have now become brands that frequently appear in key lineups as domestic platforms expand overseas.
The Hyundai Global is a structure through which HYUNDAIDEPARTMENTSTORECO.,LTD directly sources competitive domestic brands and operates stores at major overseas retailers. It handles all related processes, including customs clearance, import/export, local retail negotiations, and store operations. Analysts note that this allows brands to more easily establish a foothold in overseas markets.
LauraLora, a brand that grew based on its online fan base, opened a new store at HYUNDAIDEPARTMENTSTORECO.,LTD’s Mokdong branch in 2024. Since then, it has expanded its sales network to include The Hyundai Daegu and other locations, broadening its offline presence. Stand Oil is another brand that has built its recognition through online platforms such as Musinsa. After operating a pop-up store at The Hyundai Seoul, it now runs permanent stores in department stores and mixed-use shopping complexes, including The Hyundai Seoul and the HYUNDAIDEPARTMENTSTORECO.,LTD. Main Branch.
Evidence of their growth through synergy with these platforms is also reflected in their equity structures. The Musinsa Women’s Designer Fund No. 1 holds an 11% stake in Koza, the operator of Stand Oil. This fund was established in 2022 by Musinsa Partners, Musinsa’s dedicated investment arm, to support the global growth of women’s apparel brands and promising female designers.
In addition, Stand Oil has expanded into Indonesia. In Indonesia, the limited-edition trading platform KREEM serves as the exclusive distributor.
From a brand’s perspective, indirect entry via a platform—rather than direct expansion—offers the advantage of reducing initial risks associated with overseas expansion. A representative from LauraLaura stated, “By entering the market through a platform that already has an established overseas customer base, we can minimize initial risks while quickly gauging local reactions using sales data broken down by country and product.”
The industry views this trend as a structural shift in how K-Fashion expands overseas. In the past, brands had to directly negotiate local contracts and participate in showrooms, trade shows, and buyer consultations, resulting in high initial costs and risks, and it took a long time to gauge consumer response. In contrast, domestic platforms now curate and bundle selected brands to present them to overseas consumers, allowing brands to test the waters in foreign markets at a relatively low cost.
An industry official stated, “A structure is emerging in which platforms enhance their content competitiveness in overseas markets by showcasing verified brands, while brands expand their sales channels without requiring large-scale investment,” adding, “The model where Shinhung brands that started online expand overseas through domestic platforms is establishing itself as a new growth path for K-Fashion.”
