What: Handsome accelerates its French expansion with a TIME Paris pop-up at La Samaritaine and a System Homme boutique at Galeries Lafayette, aiming to strengthen its European presence.

Why it is important: This move exemplifies how Korean brands use strategic partnerships with iconic department stores to build presence and test new markets, as seen in recent European retail trends.

Handsome, a subsidiary of Hyundai Department Store Group, is intensifying its expansion in France by launching a TIME Paris pop-up at La Samaritaine and announcing a System Homme boutique at Galeries Lafayette Haussmann. These initiatives are designed to increase brand visibility and establish a stronger foothold in the European luxury market. The TIME Paris pop-up, opening at the end of August, will run for two months in the recently renovated La Samaritaine, targeting both French and international shoppers. In January 2026, System Homme will debut its official boutique at Galeries Lafayette, following the brand’s strong performance in a previous pop-up, where it consistently ranked among the top five in monthly sales. Despite a slight decline in overall revenue and operating profit in Q2 2025, Handsome’s online sales have grown, buoyed by new customers and higher transaction values. The company’s broader strategy includes further European expansion, wholesale partnerships with global retailers like Harrods, and leveraging its diverse portfolio of 41 brands to reach ambitious revenue targets by 2030.

IADS Notes:

Handsome’s strategy closely mirrors the successful approaches of other Asian brands in Europe, as seen in the double-digit growth of Galeries Lafayette Haussmann in July 2025, driven by international partnerships and luxury brand expansion. The popularity of Korean aesthetics among European consumers is reinforced by the success of Shinsegae’s K-beauty pop-up at Printemps in June 2025. Korean retailers, facing stagnating domestic sales, are increasingly focusing on international growth and portfolio diversification, with Handsome’s ambitions aligning with these broader industry trends.

Handsome (Hyundai Department Store Group) accelerates French expansion