What's Happening?
South Korean fashion brand Time is set to make its European retail debut with a two-month pop-up at the Samaritaine Paris department store starting August 30. This marks the brand's first retail location outside South Korea, as part of Handsome Corp.'s strategy to elevate Time into a globally recognized luxury lifestyle label. The pop-up will showcase Time's fall 2025 collection, including jackets, coats, knits, and accessories. The initiative is backed by the Hyundai Department Store Group, which acquired Handsome Corp. in 2012. The brand aims to leverage the global popularity of Korean culture to expand its reach internationally.
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Why It's Important?
The launch of Time's pop-up in Paris signifies a strategic move to establish the brand in the competitive European fashion market. Paris, known for setting global fashion standards, offers Time an opportunity to gain international recognition and credibility. The expansion aligns with the growing global interest in Korean culture, including fashion, and positions Time to lead the luxury segment of Korean fashion worldwide. The move could potentially increase Time's market share and influence in the luxury fashion industry, benefiting both the brand and its parent company, Handsome Corp.
What's Next?
Following the pop-up, Time plans to open a flagship store in Seoul by the end of 2025, serving as a brand experience center. The company is also considering a permanent store in Paris, with potential locations narrowed down to Rue Saint-Honoré or the Marais. The success of the Samaritaine pop-up will influence these plans. Time's upcoming runway show in October during Paris Fashion Week will feature a new bag line, aiming to capitalize on the growing accessories market. The brand's expansion strategy includes lifestyle offerings such as tableware and fragrance, enhancing its luxury appeal.
