The company is accelerating the expansion of Korean designer label JuunJ across Greater China, following the opening of its flagship store at Beijing’s Sanlitun Taikoo Li on 4 August.
The rollout is being delivered through Misto’s partnership with Samsung C&T Fashion Division, with the company set to oversee JuunJ’s distribution business across Greater China through 2030 via its Shanghai and Hong Kong subsidiaries.
The Beijing store is the second JuunJ location opened by Misto in the region, following the launch of a store at Chengdu Taikoo Li in Sichuan province last month.
The company is positioning the expansion around a combination of physical retail, digital marketing and localised brand management, drawing on its experience supporting Korean fashion brands in China.
“JuunJ is one of Samsung C&T Fashion Division’s leading global designer brands and our goal is to ensure that its unique brand value and creative identity resonate with consumers across Greater China,” said a spokesperson for Misto Holdings.
