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From online to in-store: JAAH rolls out lifestyle fashion grounded in effortless mix-and-match
Shinsegae Casa’s women’s label JAAH is expanding into brick-and-mortar retail. The brand opened its first official shop at Starfield Hanam as part of a push to deepen customer connections.
Shinsegae Casa said JAAH has opened a store at Starfield Hanam. This is the brand’s first step from an online-first model into physical retail and signals the start of broader distribution-channel diversification.
JAAH centers on an easy mix-and-match approach that lets customers combine pieces freely. It positions itself as a lifestyle fashion brand bridging everyday wear and off-duty moments. The label spotlights practical versatility and modern design you can wear from your commute and workouts to casual outings.
Prices are positioned to be accessible without sacrificing quality: about $15–$98 for T‑shirts and knitwear (₩20,000–₩130,000), $45–$135 for pants (₩60,000–₩180,000), and $113–$218 for outerwear (₩150,000–₩290,000).
This season’s collection uses lightweight yet sturdy fabrics to enhance mobility. Pieces are designed so silhouettes can be adjusted, letting you style them differently depending on the occasion or setting.
Shinsegae Casa said it will use the new offline store to strengthen the brand experience and expand customer touchpoints, and it is considering opening additional locations in the future.
Dongwook Kim, Reporter east@viva100.com
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