South Korean fashion platform Musinsa is set to enter the Chinese market through a strategic partnership with Anta Sports, China’s largest sportswear group.
Musinsa to enter China through strategic joint venture with Anta Sports. – Musinsa
The two companies will form a joint venture, Musinsa China, to oversee the rollout of Musinsa Standard and Musinsa Store across both online and offline channels in the market.
Under the agreement, Musinsa will hold a 60 percent stake in the new entity, becoming majority shareholder, while Anta Sports will take the remaining 40 percent. Anta will contribute strategic and financial oversight through board representation, while Musinsa will lead brand and business development.
With more than 10,000 brands on its platform, Musinsa plans to leverage the partnership to introduce a wider selection of Korean designer labels to Chinese consumers. For Anta, the deal underscores its multi-brand strategy.
“This strategic investment partnership with Musinsa marks another step forward in advancing our ‘Single-Focus, Multi-Brand, and Globalization’ strategy. By integrating sportswear with fashion-forward design, we aim to better meet the preferences of China’s younger generation,” said Wu Yonghua, Co-CEO of Anta Sports.
The transaction is expected to close by the end of September, pending regulatory approval.
“The partnership will combine Musinsa’s extensive experience in fashion with nta’s robust brand and retail management capabilities to tap into various retail channels and deliver differentiated brand experiences to Chinese consumers,” added Joonmo Park, CEO of Musinsa.
”We are looking forward to capturing the attention of young consumers in the dynamic Chinese market.”
