Paris pop-up runs through Oct. 12 near Marais district

New York event drove 453% jump in global mall visitors

W Concept's pop-up store in New York [W Concept]
W Concept's pop-up store in New York [W Concept]

Fashion platform W Concept has opened a pop-up store near the Marais district in Paris, running through Oct. 12, as the company pushes further into global markets.

Timed to coincide with Paris Fashion Week (Sept. 28–Oct. 6), the pop-up spans 350 square meters. It is part of the "2026 Overseas Expansion Support Project for Retail Companies," backed by the Ministry of Trade, Industry and Energy and KOTRA (Korea Trade-Investment Promotion Agency). W Concept joined the project as part of a consortium with Shinsegae department store.

A total of 75 K-fashion and beauty brands are participating in the Paris pop-up, including Frontrow, Gimhae Kim, Minju Kim, Ink, Monorow, Ivana Helsinki, Kith and Amuse. Ten brands selected for W Stage, W Concept's emerging-brand incubation program, are also taking part — among them How To Love Me, Epoize, Love Dewy, Dmeriel and This Is Fine.

W Concept ran a pop-up in New York from Sept. 10 to Sept. 23, timed to New York Fashion Week. The event, which brought together about 90 fashion and beauty brands, drew long lines of visitors waiting to enter.

The New York pop-up's strong turnout translated into online gains. During the event, visitors to the W Concept global mall app and new sign-ups jumped 453 percent and 51 percent, respectively, compared with the same period a year earlier. The number of orders placed through the global mall rose 27 percent, while total transaction volume climbed 16 percent.

Apparel transaction volume in the US market grew 30 percent from the previous month. Participating brands also posted strong results: emerging labels Moonid and How To Love Me saw transaction volume surge 1,170 percent and 1,155 percent, respectively, from the prior month, while beauty device brand Dualsonic rose 175 percent.

"It was a meaningful opportunity to introduce Korea's top designer brands and K-fashion to the American market," a W Concept official said. "We plan to expand our global reach through the Paris pop-up and actively support K-brands in their overseas expansion."


spa@heraldcorp.com