GS25 strengthens fashion-products partnership to boost non-food sales
Convenience store chain expands strategic partnership with Musinsa, targets Gen Z and Millennials with exclusive fashion and beauty lines.
GS25 is deepening its collaboration with Korean online fashion platform Musinsa by expanding from apparel into beauty products, aiming to accelerate growth in its non-food categories.
The convenience store chain announced on July 2 that it will broaden its range of Musinsa-exclusive offerings to appeal to younger consumers and diversify its lifestyle product portfolio. GS25 will launch new summer items under the “Musinsa Standard Express” label, an exclusive clothing line created for the retailer.
The collection includes five seasonal items from Musinsa’s functional summer “Cool Standard” line, such as two styles of T-shirts, nylon banding shorts, basketball sweat shorts, and boxer-fit sweat shorts.
“Through our strategic alliance with Musinsa, we’ve seen outstanding results in non-food sales, customer acquisition, and brand visibility. We will continue to drive innovation across both food and non-food segments to solidify our position as a leading lifestyle platform in the convenience retail industry,” said Go Woong, MD of GS Retail’s Life & Living team.
The presence of Musinsa Standard Express products in GS25 stores has significantly expanded, growing from around 3,000 to 5,000 locations nationwide. The partnership also now extends to beauty, with GS25 launching “Little Whizzy,” a new beauty brand exclusive to GS25 and Musinsa.
GS25 views this expanded collaboration with Musinsa as a strategic foothold to accelerate growth in non-food retail. By offering curated and exclusive items aimed at consumers in their teens to 30s, the company aims to attract new customers and deliver a differentiated shopping experience.
