Through its Handsome Co fashion unit, South Korean retail company Hyundai Department Store Group is updating its SJSJ label to appeal to women in their 20s.

It hopes to generate revenue of 100 billion won (US$89 million) in five years through the transition of the 20-year-old brand, repeating Handsome’s success in turning System into a leading fashion name 25 years after its launch.

As part of efforts to enhance SJSJ’s brand awareness over the next five years, the company will seek collaboration with overseas fashion brands within the next six months.

Handsome will release SJSJ’s summer collection “capsule” with 24 varieties, with price tags up to 30 per cent cheaper than the label’s current range.

SJSJ had nearly 70 billion won in sales last year, up from 60 billion the previous year.