On March 7, Handsome announced that its men's casual brand System Homme opened a permanent store on March 6 (local time) on the second floor of the men's department at Galeries Lafayette's Paris Haussmann flagship.
Galeries Lafayette is France's largest department store chain. Its Paris Haussmann flagship, where System Homme's new permanent store is located, draws roughly 37 million visitors a year and is one of Paris’s most visited landmarks.
The men's department's second floor targets next-generation luxury shoppers and is filled with brands known for bold, fashion-forward styles. System Homme's permanent store sits alongside French men's casual labels Officine Générale and A.P.C.
The new permanent store will showcase a global collection tailored to European tastes, featuring bolder fabrics and designs rather than the System Homme pieces currently sold in Korea.
A Handsome spokesperson said, "Galeries Lafayette takes great pride in domestic brands and is known for its rigorous selection process. System Homme being placed on the men's department's second floor alongside prominent local labels means it has been recognized as a brand of equal standing."
Handsome plans to use its existing System flagship in Paris's Marais district and this new System Homme permanent store as core hubs for expanding overseas. The System flagship will act as a showroom to showcase Handsome's brand identity, while the high-traffic Galeries Lafayette location will serve as a retail hub to raise public awareness and drive sales.
The spokesperson added, "Securing a permanent space at Galeries Lafayette is a decisive opportunity to showcase System Homme's product quality and commercial appeal to overseas buyers and customers. We will continue to push distinctive design and meticulous craftsmanship as we work to raise the profile of K-fashion in the European market."
