GROVE is accelerating its push into the Chinese market, rolling out stores in key commercial districts such as Beijing and Shanghai based on its local joint venture (JV) in China.

GROVE began expanding its store network across China in April last year and is currently operating 26 stores, with plans to increase the number to 50 by the end of this year. The company is targeting total sales of KRW 80 billion this year, including KRW 25 billion in Korea and KRW 55 billion in China.

GROVE is a contemporary casual fashion brand characterized by minimal yet sophisticated silhouettes and calm color palettes. Its cardigans, knits, caps, and hats are particularly well known. The stores in China have also been designed to reflect GROVE’s brand philosophy and are attracting interest among local consumers in their 20s and 30s.

In addition, the sophisticated yet natural image of K-pop artist Nayeon, who serves as the brand’s ambassador, is reportedly enhancing brand awareness and favorability across Asia.

Building on this growth trajectory, GROVE plans to continue its expansion in the Japanese market as well. Using its flagship store in Harajuku, Tokyo as a base, the company intends to open additional stores in major cities such as Osaka and Nagoya.

Park Bo-ram, CEO of GROVE, stated, “This latest expansion of our stores in China marks the starting point for our penetration of the local market and serves as an important strategic foothold,” adding, “We plan to broaden our points of contact with local consumers and, in the long term, pursue sustainable brand growth across China.”

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