South Korean fashion brand SYSTEM is making a major move on the global stage with the opening of its first-ever flagship store in Paris‘ trendy Marais district. This strategic decision reflects SYSTEM’s ambitious plan to transition from a successful domestic brand to a major international player.
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Founded in 1990, SYSTEM boasts a rich history in Korean fashion. However, the brand’s international debut comes at a pivotal moment, marking a strategic shift towards global expansion. Owned by Handsome Corp., a subsidiary of the Hyundai Group conglomerate, SYSTEM leverages significant financial backing to fuel its international aspirations.
The new Parisian flagship store, spanning an impressive 5,000 square feet across two floors, embodies SYSTEM’s minimalist aesthetic. The ultra-white interior, designed by Berlin-based firm Gonzales Hasse AAS, features cool blue crushed velvet seating and stainless steel fixtures, creating a sleek and contemporary atmosphere. This blank canvas provides the perfect backdrop for future art exhibits, solidifying the store’s role as a cultural hub for Korean artists and events.
The Parisian collections will offer a wider range of sizes, textures, and styles compared to their Korean counterparts, catering to a more trend-conscious clientele. This strategic move reflects SYSTEM’s desire to appeal to a diverse audience, encompassing both local Parisians and international tourists, particularly those from Korea and China.
SYSTEM is solidifying its presence in Paris through a pop-up collaboration with Galeries Lafayette, a prestigious Parisian department store. This strategic partnership positions SYSTEM alongside established brands like Ganni, Joseph, and Kim Kardashian’s Skims, further bolstering its international image. Additionally, SYSTEM plans to expand its wholesale business across Europe, ensuring wider brand recognition throughout the continent.
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Although SYSTEM’s presence at Paris Fashion Week began in 2017, the brand boasts a rich 30-year history. “It has a long history, and we need a jumping [off] point,” says Jaewon Han, Director of Handsome’s Paris office. The flagship store marks a pivotal moment for SYSTEM, signifying a new chapter in the brand’s journey towards global recognition.
This Parisian venture is just the first step in Handsome Corp.’s ambitious roadmap. Following the success of the SYSTEM flagship, the company plans to introduce other brands under its umbrella to the European market, with Time, another Paris Fashion Week participant, slated to open a Marais store next year.
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© Photos: SYSTEM
SYSTEM Flagship
19 Rue de Saintonge
75003 Paris