The South Korean fashion retailer Musinsa has entered the Chinese market through a partnership with Anta Sports.
The companies will establish a joint venture, Musinsa China, to drive growth across both online and offline channels. Musinsa will hold a 60 per cent majority stake, with Anta Sports owning the remaining 40 per cent.
Musinsa, which works with more than 1,500 brands on its platform, said it plans to use the venture to support the entry of Korean designer labels into the country.
Joonmo Park, CEO of Musinsa, said the partnership combines the company’s fashion expertise with Anta’s retail and brand management capabilities. “The partnership will tap into various retail channels and deliver differentiated brand experiences to Chinese consumers,” he said. “We are looking forward to capturing the attention of young consumers in the dynamic Chinese market.”
Musinsa China will oversee the rollout of Musinsa Standard, the company’s private-label line, as well as the Musinsa Store. Anta Sports will provide strategic and financial oversight through its representatives on the joint venture’s board.
Wu Yonghua, Co-CEO of Anta Sports, said the deal aligns with Anta’s ‘Single-Focus, Multi-Brand and Globalisation’ strategy. “By integrating sportswear with fashion-forward design, we aim to better meet the preferences of China’s younger generation,” he said. “By leveraging our value chain capabilities and proven ‘Brand + Retail’ operating model, Anta Sports will empower Musinsa China to bring differentiated, style-conscious offerings to sport and lifestyle consumers.”
