South Korean brand System, a subsidiary of Hyundai's Handsome Corp. opened a flagship in Paris' Marais as the first step of its global retail ambitions.
South Korean brand System is setting down stakes in Paris with its first flagship in the Marais.Fashion Week calendar since 2017, is part of Handsome Corp., itself a subsidiary of Hyundai Group, the country’s third-largest conglomerate.
Expanding the brand’s wholesale business across Europe is also an important step, Han said. Presenting the brand in Paris has increased its reputation at home as well, and Han believes a strongAt 5,000 square feet and spanning two floors, the minimalist, ultra-white interior is completed with stainless steel fixtures and cool blue crushed velvet seating, adding to the icy feel created by Berlin-based interior design studio Gonzales Hasse AAS.
System offers men’s and women’s collections as well as accessories including bags and shoes. The Paris retail collections will have more size ranges, textures as well as a “trendier” vibe, Han said. Despite only showing in Paris since 2017, System was launched 30 years ago. “It has a long history, and we need a jumping point. This is the hour, because it’s been 30 years, and we need to change it,” said Han.
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