[Edaily Reporter KYUNG GYEYOUNG ] Shinsegae Co.,Ltd Tomboy, having completed a major rebranding, is set to ramp up its overseas operations.

SHINSEGAE INTERNATIONAL(031430)Shinsegae TomBoy, a subsidiary of Shinsegae Co.,Ltd, opened standalone stores for STUDIO TOMBOY and VOICE OF VOICES at Metro Department Store in Singapore on the 14th (local time).

These are the first overseas stores for both brands since their complete rebranding. METRO Department Store is a major Southeast Asian department store chain with 2 locations in Singapore and 17 in Indonesia.

Shinsegae Co.,Ltd’s strategy is to use Singapore as a springboard for expansion into Southeast Asia and to aggressively expand its overseas business. Singapore is considered a region in Southeast Asia with high purchasing power and active consumption of premium brands. Recently, as local young people have shown interest in Korean culture, demand for K-fashion has also been growing rapidly.

Shinsegae Co.,Ltd confirmed the market’s potential by operating a pop-up store there last September. During the 11 days the pop-up store was open, it attracted over 10,000 customers, and sales significantly exceeded initial targets. The opening of this new store came about after Metro Department Store, having observed the positive response to Studio TomBoy and Bob, proposed a formal partnership.

Featuring an interior design consistent with its domestic stores, Studio Tom Boy offers free-spirited and distinctive K-casual wear, while BOB presents stylish K-contemporary women’s apparel tailored to the lifestyles of urban women. The product lineup has been expanded to include more breathable fabrics to accommodate the region’s year-round hot and humid climate, and features an enhanced selection of layered items designed to handle temperature differences between indoor and outdoor environments.

Shinsegae Co.,Ltd. plans to strengthen its global business foundation by expanding collaborations with major local retail channels and broadening its customer reach to key Asian countries in the future.

A Shinsegae Tom Boy official stated, “Having further strengthened the identities and product competitiveness of both brands through rebranding earlier this year, we will create new growth opportunities in overseas markets as well,” adding, “We will continue to cultivate K-fashion brands that are loved not only in Korea but also in global markets.”