Hong Kong-headquartered youth fashion brand 6ixty8ight has chosen South Korea for its first international foray outside Greater China.

The company will open a flagship store in Myeongdong, downtown Seoul, at 992 sqm, its third largest footprint. A second store will follow on the fashion street of Garosu-gil in Sinsa-dong of southern Seoul.

Owned by Hop Lun Group, which has for 25 years manufactured lingerie for many of the world’s largest brands, 6ixty8ight sells affordable, fashionable lingerie and casual wear designed specifically for the Asian female figure.

Over the last two years, the retail brand has undergone a revamp and launched a major expansion, now numbering more than 130 stores through Hong Kong and Mainland China.  

Last year, in an exclusive interview with Inside Retail Hong Kong, 6ixty8ight COO Anders Heikenfeldt said the secret to the brand’s new success has been a single-minded focus on who it is, what it stands for and who its customers are – a narrow band of 15 to 30 years.

“We have a unique offer. Our value proposition is different to H&M, Zara, Forever 21 or Uniqlo – they go broad trying to cover menswear, women, kids – very mass – and they have something for everyone under the one roof.

“Our strategy is to be very different and to be very true to our target. That’s our DNA. We are not going to divert into men or older customers.”

At the time, Heikenfeldt said the company was in the final stages of planning to enter two international markets. It has not yet revealed the second.