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29CM, Musinsa’s lifestyle platform, saw the number of brands taking part in its regular promotion, Egu Fashion Week, top 1,000 for the first time this year. As it cements its spot as the leading women’s fashion platform, up-and-coming brands are increasingly flocking to the site.
29CM said on the 23rd that from the event’s kickoff on the 9th through the 15th, total sales in the women’s fashion category rose by more than 50% compared with the same event last year. Notably, the number of brands recording more than 100 million KRW (≈ $75,000) in sales jumped over 70%. The surge included nascent labels under one year old, like 108 Pound and Toave. Poeto, a third-year brand, posted daily sales exceeding 1 billion KRW (≈ $750,000) on the 9th.
Those figures are striking given persistent inflation and consumers tightening their wallets. Last year, more affordable SPA brands such as Uniqlo and SPAO stood out. The National Data Agency’s 2025 Q4 and annual household trend survey, released last month, showed average monthly household spending on clothing and footwear dipped slightly to 141,000 KRW (≈ $106). A 29CM spokesperson said, “Offering early access to new pieces from designer brands that our customers love proved effective.”
Last month, 29CM again released designer brand new arrivals early and recorded strong sales. Designer label Or, which joined 29CM last month, reached 1 billion KRW (≈ $750,000) in sales within four hours of launch. Emerging brand Parveng also hit 1 billion KRW (≈ $750,000) in a single day through a 29CM live broadcast.
Participation in 29CM’s curated events has grown year after year. Lesser-known designers seeking more exposure are turning to top platforms to expand customer touchpoints. Branding itself as an incubator for new labels, 29CM has enjoyed a sales boost: last year’s transaction volume reached a record 1.3 trillion KRW (≈ $975 million). That widened the gap with rival W Concept, which reported 650 billion KRW (≈ $487.5 million), to roughly a twofold difference.
Since Musinsa acquired 29CM, the platform has reinforced its fashion category aimed at women aged 25 to 39. More recently, it has been building out home and living as a second growth pillar—broadening its footprint off the strength of fashion. The company plans to open its first offline fashion store this year.
A 29CM official emphasized, “Contrary to the view that expanding categories would dilute our core strengths, moving from fashion into home has created a virtuous cycle: customers stay longer and shop more often.” He added, “With the SS season now in full swing, we plan to step up support for fashion brands.” Reporter Kim Jin
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