ENFÖLD, the Japanese contemporary brand imported and distributed by Shinsegae International, has opened a standalone store this month on the fifth floor of Hyundai Department Store's Trade Center branch, the company announced on the 26th. The opening brings ENFÖLD's total number of standalone stores in Korea to six. The company's strategy is to strengthen the brand's distribution base, centered on major department stores in the Gangnam area, and broaden its position in the domestic contemporary market.
Shinsegae International explained that as fashion consumption that expresses personal taste and individuality spreads, Japanese brands with distinctive designs are drawing attention. In the company's view, Japanese brands that differentiate themselves through materials, silhouettes and refined details are expanding their customer base in Korea, prompting the fashion industry to secure such brands and expand their store networks.
ENFÖLD is a womenswear brand founded in Japan in 2012 by creative director Mizuki Ueda, and it officially launched in Korea in 2022. The brand name carries the meaning of "to wrap" and "to embrace," and true to that meaning, the brand is known for elegant silhouettes that gently envelop the body.
The brand's philosophy is "Hidden Beauty." It emphasizes a comfortable fit that only the wearer can feel and silhouettes that naturally conceal the body's contours, completing a sophisticated style by adding restrained details to precisely engineered, relaxed shapes.
The new store presents the Fall/Winter 2026 collection themed "Living Sculpture." Starting from the idea of a sculpture coming to life with a will of its own, the collection focuses on how a garment's shape changes with the movement of the body. According to the company, it expresses a woman who is both serene and strong through sculptural silhouettes and restrained design.
The signature "Soft Two-Way Coat" features a soft wool-blend fabric and a relaxed, fluid silhouette. Vertical lines on the front create a sculptural, three-dimensional effect that reflects the season's theme. The "V-Neck Box Cardigan" pairs a boxy silhouette with two patch pockets for a look that is comfortable yet polished.
The meaning of the brand name is also reflected in the store design. ENFÖLD assigns each store a signature color and applies it across the entire floor and walls, a device intended to convey a sense of comfort, as if the space itself were embracing the customer. Yellow has been applied at Shinsegae Department Store's Gangnam branch and green at its flagship main store, expressing both the individuality of each location and the brand's identity.
At Hyundai Department Store's Trade Center branch, the store is finished in "ice blue," inspired by the way the sky and sunlight reflect off the glass windows of Gangnam's high-rise buildings. The entire space is wrapped in a clear, calm blue, while uniformly shaped tiles on the floor bring Gangnam's cityscape into the store. At the center stands a sculpture resembling two figures leaning into each other in an embrace, expressing the value of "embrace" that the brand pursues.
To celebrate the opening, ENFÖLD will present a specially made signature eco bag to customers who spend KRW 1 million or more at the Hyundai Department Store Trade Center branch, on a first-come, first-served basis.
"As consumer tastes become more segmented, interest in Japanese brands with a clear identity and original design is growing," said an ENFÖLD representative at Shinsegae International. "Building on ENFÖLD's differentiated product competitiveness and our distribution network in major department stores, we will solidify the brand's foundation for growth in the Korean market."
