Misto Holdings drives Korean fashion growth across Greater China

Over 100 stores planned in Greater China by mid-2026.

Misto Holdings is accelerating the growth of Korean fashion brands in Greater China, leveraging its retail expertise and digital capabilities.

The company has successfully introduced several leading Korean fashion brands, including Matin Kim, MARITHÉ+FRANҪOIS GIRBAUD, RAIVE, and Rest & Recreation to the region.

Building on this momentum, Misto Holdings plans to expand its retail network to more than 100 locations within the first half of this year.

Notable successes include Mardi Mercredi, which grew 190% year-over-year in its second year, and RAIVE, which posted 200% sales growth in its first year. These results reflect Misto Holdings’ multi-brand operating model, which allows rapid scaling of multiple Korean brands simultaneously.

The company manages key digital platforms such as Tmall, Xiaohongshu, and Douyin, using in-house content, influencer partnerships, and live-commerce studios to boost visibility and engagement with Gen Z consumers.

In 2026, Misto Holdings will restructure its Greater China portfolio and diversify categories to build long-term growth. From 2027, it plans to launch five new brands across men’s high-end, women’s casual, and athleisure, reducing dependence on individual brands and strengthening its global strategy.