The Handsome is turning up the heat on launching international fashion labels. The company says diversifying its portfolio with new brands is central to its strategy for navigating the industry’s prolonged slump.
On Aug. 28, The Handsome — the fashion arm of Hyundai Department Store Group — announced it will open Nili Lotan’s first South Korean store at Hyundai Department Store’s Apgujeong Main Store in Gangnam on Aug. 29.
Nili Lotan, founded in the U.S. in 2003 by designer Nili Lotan after stints designing for global names like Ralph Lauren, is known for clean, refined silhouettes and practical pieces that feel elegant, effortless, and modern. The Handsome will debut the Apgujeong flagship and follow with a pop-up at Hyundai Department Store’s Trade Center location next month.
A company spokesperson said The Handsome initially stocked Nili Lotan for about a year at its in-house select shops MUE and TOM GREYHOUND before moving to a full launch. During the pre-sale period, women in their 30s responded particularly well; core items such as sweatshirts and leather jackets reportedly sold out within three days of arrival.
The Handsome also plans to open a Ten C store next month at The Hyundai Seoul in Yeongdeungpo-gu. Ten C is a men’s brand launched in Italy in 2010 by designers Alessandro Pungetti and Paul Harvey, both formerly of C.P. Company and Stone Island. The label is known for its proprietary signature fabric, offering exceptional durability as well as windproof and water-repellent performance.
The brand name is short for The Emperor’s New Clothes, inspired by Andersen’s tale; it signals a commitment to embedding genuine value beyond surface appearance into each product. That positioning has attracted a devoted following among young, value-minded global shoppers.
Leveraging its imported in-house select shops as antenna stores, The Handsome scouts popular overseas brands based on local customer preferences, then brings those labels to Korea.
Over the past three years, the company has introduced about 10 international fashion brands, including U.S. luxury label Fear of God, premium denim brand RE/DONE, and the 70-year-old Italian luxury house Agnona. Notably, last year’s launch of luxury lifestyle shop Kith Seoul drew more than 400,000 visitors in its first year and quickly became a go-to spot for Gen Z fashion insiders, solidifying its role among The Handsome’s flagship concepts.
A company spokesperson said The Handsome will keep searching for overseas brands that can lead global fashion trends and plans to pair them with domestic names like Time, Mine, and System to deliver fresh experiences and distinct value to customers. The company said this approach will reinforce its identity as a style-creator that brings beauty to consumers.
Reporter Song Soo-yeon ssy1216@viva100.com
