[Edaily Reporter KYUNG GYEYOUNG ] SAMSUNG C&T CORPORATION’s Fashion Division is targeting the Chinese luxury market with its designer brand JUUN.J.

SAMSUNG C&T CORPORATION(028260) ’s Fashion Division, which operates JUUN.J, announced on the 10th that it recently signed a strategic partnership agreement with Fila Holdings(081660)regarding distribution operations in Greater China. JUUN.J currently offers both men’s and women’s apparel, and its overseas operations have primarily focused on wholesale in Europe, the Americas, and Asia.

While exploring opportunities to expand its overseas operations, Junji decided to enter the Chinese market in partnership with Misto Holdings Corporation, which possesses distribution and brand management capabilities in Greater China. Misto Group plans to gradually expand Junji’s business in Greater China by leveraging digital marketing and offline retail strategies to broaden its reach among premium consumers.

Following its launch on Tmall, China’s largest e-commerce platform, early last month, Junji opened a store in Chengdu’s high-end commercial district and, on the 7th, a Beijing store in Taikuli, Sanlitun. Sanlitun Taikoo Li is a large, open-air shopping mall located in Sanlitun—an area densely populated with embassies from various countries—and is considered one of Beijing’s most modern and glamorous commercial districts. The brand added a unique touch by displaying images and videos on digital signage, created by a local emerging calligrapher who combined Junji’s brand names in Korean, English, and Chinese.

Junji plans to sequentially open stores in prime commercial districts across major Chinese cities, including the addition of one more store within the year. To target Chinese consumers, Junji is introducing a selection of “China-exclusive products.”

An official from SAMSUNG C&T CORPORATION’s Fashion Division stated, “While 8 Seconds entered the Philippine market last year and is showing steady growth, this year Junji aims to achieve new milestones in the Chinese luxury market,” adding, “SAMSUNG C&T CORPORATION’s Fashion Division will continue to expand its global business to contribute to elevating the status of K-Fashion.”