Hiss Hazzys Opens Pop-up at Shinsegae Gangnam, Targets 2030 Shoppers
Creatrip Team
3 months ago
Hiss Hazzys, the sub-line of Korean brand HAZZYS, has launched a pop-up store at Shinsegae Department Store Gangnam to expand customer touchpoints. Riding strong support from the 2030 demographic, the brand reported a 140% sales rise from September to November year-on-year, with 2030 customer sales up 230%. Online platform sales, including Musinsa, surged more than tenfold. The pop-up on the 7th floor runs until the 18th and features winter essentials—lightweight goose-down, leather jackets, cashmere coats—offered at a 20% discount; the space uses dark wood and muted tones to reflect the brand mood. Growth accelerated after director Benjamin Brown (formerly of AME Léon Dore and Kith) joined, and LF plans a women's line for next spring/summer plus possible expansion to Japan and Thailand. LF says it will increase offline experiences and speed up global expansion.
