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29CM, the curated lifestyle shop, will open a kids concept store called Igu Kids Seoul Forest near Seoul Forest in Seongdong-gu, Seoul on the 22nd. It’s designed to be more than a place to shop—29CM created a stay-and-experience edit where parents and kids can linger, explore, and discover their tastes together.
Inside Igu Kids Seoul Forest, shoppers will find roughly 60 kids brands handpicked by 29CM. The ground floor spotlights the platform’s most-loved kids clothing and accessory labels—such as Dtamiproject, Little Grove, My Myo, and Seahang—so customers can try best-sellers in person. A rotating popup zone highlights seasonal brands, making each visit feel fresh and full of discoveries.
Downstairs, the basement is a lifestyle hub for infants and toddlers—think educational toys, tableware, stationery, and more. There’s a dedicated area to test the full lineup from premium stroller brand Stokke, plus a shoes wall stocked with global kids’ footwear like adidas Kids, Kin, and Hunter to expand shoppers’ options.
To celebrate the opening, 29CM is launching several customer-facing events. It released an Igu Kids Town Map that curates 28 child-friendly stores (Welcome Kids Zones) around Seoul Forest; visitors to those shops can pick up a limited-quantity gift through May 31.
Opening-weekend perks include gifts for families who visit the Musinsa Brick Garden inside the Seoul Forest Garden Fair with their children. For one month, the store will also offer picnic-kit rentals on Fridays and weekends for Seoul Forest visitors; picnic kits are available by advance reservation.
29CM prepared shopper benefits as well. Through the 28th, customers who spend 150,000 KRW (approximately $112.50) or more can receive up to a 20,000 KRW (approximately $15.00) discount. A lucky-draw event runs through the 22nd, with prizes like a Stokke stroller and hotel vouchers. Outside the Igu Kids Seoul Forest store, a drawing wall will be open for kids to freely create their own artwork.
GS Shop has launched UBGS, its in-house underwear label focused on comfort, practicality, and accessible pricing, and unveiled the 26SS Comfort Line.
A standout feature of UBGS is the ability to choose different sizes for tops and bottoms, so customers can mix and match for a better fit. GS Shop says this change responds to customer feedback about the inconvenience of home-shopping underwear that forced identical sizing for top and bottom.
The brand uses a pre-cut fusing technique that bonds fabric with heat and pressure, minimizing seams to create a smooth, body-skimming fit. All pieces come in skin-tone shades—skin, beige, and black—with quick-dry and contact-cooling finishes for added comfort. The bras are designed like pull-on running tops to provide stable shaping without wires.
GS Shop also prioritized affordability. The UBGS Comfort Line is priced to be approachable: bras (3 styles) at 39,900 KRW (approximately $29.93), panties (5 styles) at 29,900 KRW (approximately $22.43), and bra tops (3 styles) at 39,900 KRW (approximately $29.93)—approximately $29.93 for bras and bra tops and approximately $22.43 for panties—so shoppers can enjoy quality underwear at accessible prices.
The launch items will be previewed on GS Shop’s mobile app on the 16th during its biggest first-half event, Fantasy S. The full TV launch will air on The Collection at 9:20 a.m. on the 23rd. During the broadcast, Samsung Card users receive a 5% discount, and purchases of two or more items earn a 3,000 KRW (approximately $2.25) store credit.
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