South Korean fashion e-commerce platform W Concept is venturing offline, launching its first brick-and-mortar store at Shinsegae Gyeonggi department store. The launch follows the brand’s pilot program late last year, under which it opened a pop-up store for two weeks to test offline sales capacity.

The new brick-and-mortar store, located on the third floor of the shopping centre, will be home to about 20 fashion labels, including W Concept’s exclusive brands. Launched in South Korea in 2006, the online fashion platform was acquired by SSG.com last year for 265bn won ($218mn), becoming a subsidiary of Shinsegae Group. The company said with Shinsegae Group’s infrastructure, it will focus on implementing the O4O (Online for Offline) strategy which will allow customers to buy a product through an online app after checking it at the physical store.