Swedish fashion label H&M is launching an outlet at the Homeplus Bucheon hypermarket in South Korea.

The brand’s 29th Korean store, located to the West of Seoul, will open on September 20 and is its first hypermarket venture in the territory.

The company’s first store inside a hypermarket marks a significant strategic step away from high street and fashion-first shopping malls in South Korea. Both H&M and Homeplus Bucheon believe the move will benefit both sides with increased foot traffic at the mall drawn in by the popular brand, while H&M can expect to gain easier access to families.

The new store will span 1535sqm and retail men’s, women’s and kids’ clothing.

The group has enjoyed considerable success in Korea, with revenues last year reaching KRW238.6 billion (US$213.5 million).