29CM Opens Larger 'iguhome Seongsu 2' to Cement K-Lifestyle Role
Creatrip Team
7 months ago
29CM, run by Musinsa, opened a second iguhome edit shop in Seoul’s Seongsu-dong, doubling the first store’s size and expanding from fashion into home, food and pet categories to position itself as a K-lifestyle destination. The 169-pyeong (pyeong: Korean unit of area) space houses about 6,700 items across 10 themed zones — including a new Food Pantry, pet goods (reflecting the ‘petfam’ trend), a Ritual Lounge for wellness items, and immersive bath and kitchen displays. The shop emphasizes rising domestic brands as a testing ground and keeps about 50% brand overlap with the original store to offer fresh discovery. iguhome Seongsu 1 drew 620,000 visitors in six months, with foreigners accounting for 34% of sales; 29CM plans further offline openings to support emerging home brands and strengthen its role as a lifestyle curator.
