Where does the name of LOW CLASSIC's fragrance brand SUJIPMIHAK come from?
Some readers are confused about whether it is a separate brand because the name of the newly opened store at the Yaksu branch is different from LOW CLASSIC. Knowing the history of the name also helps understand upcoming stores and categories.
The name was carried over as it was upon acquiring the curating shop Sujipmihak, and following fragrance, it will expand into living.
Right now, this name hangs in two places. One is the fragrance store opened on the 3rd floor of Mirae Building where the Yaksu store is located, which is the second store of SUJIPMIHAK operated by LOW CLASSIC[1]. The other is the first standalone store in Hannam-dong, which has not yet opened[2][3].
The beginning was not a newly coined name. Lee Myung-shin announced that she acquired the curating shop Sujipmihak and would develop it into a living brand within 8[4]. Along with the launch, a flagship store will open in Hannam-dong, and the brand name will not be changed but kept as it is out of respect[5].
The timeline is set as follows. The new brand will launch as early as 7, is scheduled to first be showcased as a pop-up store at the Yaksu branch around 10–11[6], and the location of the first standalone store has been decided near Hannam-dong, Seoul[7].
Compared to previous cases expanding beyond clothing, the way names are handled is different. For eyewear, it was a collection made with the brand oror, so both names were put side by side[8]. hmmm, this time, rather than putting the name LOW CLASSIC up front, only the name of the acquired shop was kept, which is read as a choice to position the new category as an extension of what the original shop did rather than making it look like an expansion of its own brand.
The exact address and opening date of the Hannam-dong store have not yet been confirmed.