South Korea-based Misto Holdings is scaling up its K-fashion expansion in Greater China, deepening its multi-brand retail and digital footprint as demand for Korean labels continues to surge across the region.
The company plans to operate more than 100 retail outlets in Greater China by mid-2026, bringing a portfolio of emerging Korean brands including Matin Kim, Marithé + François Girbaud, Raive and Rest & Recreation to key markets.
The expansion reflects strong early traction. Mardi Mercredi recorded a 190 percent sales jump in its second year in the region, while Raive posted 200 percent growth in its first year, underlining rising consumer appetite for Korean contemporary fashion.
Alongside physical retail, Misto is building an integrated omnichannel ecosystem. The company operates across major Chinese digital platforms such as Tmall, Xiaohongshu and Douyin, combining in-house content, live commerce studios and influencer collaborations to localise brand engagement.
As part of its next growth phase, Misto is restructuring its Greater China portfolio to diversify into men’s high-end contemporary, women’s casualwear and athleisure segments. The group is also planning to introduce around five new brands in the region starting next year, strengthening its positioning as a long-term brand development partner rather than a distributor.
The Greater China push has already become a key growth engine for the business. The market delivered triple-digit expansion in 2025, contributing significantly to overall performance as Misto reported improved profitability and strengthened its global brand portfolio strategy.
A company spokesperson said the focus remains on building sustainable brand equity across both online and offline channels, signalling a long-term commitment to scaling Korean fashion labels in one of the world’s most competitive retail markets.
