Margaret Howell is reported to have opened a store on 22 September on the fourth floor of the main Shinsegae Department Store, in the Jung-gu district of Séoul, according to TheIndustry.fashion. This opening would mark the start of a gradual rollout of the British brand in South Korea, with other locations to be added throughout the year, though their sites have not been confirmed at this stage.
The brand is said to have made Samsung C&T its exclusive distributor in the country for its Margaret Howell and MHL collections. Under the agreement, clothing, footwear, homeware and accessories will be sold through department stores, BEAKER stores and Samsung C&T's e-commerce platform.
This measured expansion strategy had been outlined by Caroline Attwood, managing director of Margaret Howell, in an interview given in December 2024 to TheIndustry.fashion. She said she was « incredibly proud to be further strengthening the brand's long-standing relationship with South Korea through the opportunity to showcase the Margaret Howell lifestyle and product range across a number of exceptional locations ». She added that, in her view, there is a deep appreciation in South Korea for the brand's values of quality, usefulness and longevity, and that the sustained support of South Korean customers is something the brand particularly values.
A market historically centred on Japon
The brand, founded in Londres in 1970, remains known for its British sensibility, timeless design and use of natural materials. Its main international market has traditionally been Japon, where its owner TSI Holdings operated more than 70 stores when Caroline Attwood was interviewed in 2024.
The South Korean launch will be accompanied by a dedicated issue of the brand documentary magazine Magazine B, as well as a pop-up planned at the BEAKER flagship in Hannam, Séoul, from 14 to 28 October. D'autres openings are expected to follow throughout the year, with no further details on their location.
