[E-Daily Reporter Shin Ha-yeon ] TBH GLOBAL(084870)announced on the 14th that it is strengthening its offline competitiveness by gradually transforming its flagship MindBridge stores into “lifestyle experience stores” where customers can linger.

This strategy was developed based on the company’s recent success in operating standalone MindBridge Women stores. The company plans to upgrade its department store locations from traditional shopping-focused spaces into environments that extend customer dwell time and offer lifestyle experiences.

The standalone MindBridge Women stores, operating under the concept of “a brand that designs the day of a working woman,” have garnered a positive response from consumers by proposing styles that encompass everything from the commute to work to after-work routines, and by offering a “total coordination” shopping experience that combines clothing and accessories.

MindBridge maintains its position as a top-tier brand in the casual wear category at the three major department store chains and continues to grow online as well. Recently, during “Musinsa Mujinjang 26 Summer Black Friday,” the brand ranked within the top 20 overall and in the top 15 in the Namsung category.

A company representative stated, “MindBridge is a brand that is competitive both online and offline,” adding, “Along with the growth of online channels such as our own online store and Musinsa, we decided to transition to immersive stores to expand the brand experience in the offline space.”

The spokesperson added, “Given the recent increase in foreign customers visiting department stores, we also expect this to have a positive effect on raising our international profile as a K-fashion brand.”

Meanwhile, according to the financial investment industry, second-quarter sales for South Korea’s three major department store chains are expected to reach 6.4 trillion won, a 4.7% increase from the same period last year. Driven by a recovery in consumer sentiment and an increase in foreign visitors to South Korea, spending on luxury goods and fashion has risen, and the department store sector continues to perform well.

TBH GLOBAL plans to strengthen its competitiveness across online and offline channels to expand its customer base both domestically and internationally and solidify its position as a K-fashion brand.