METROCITY
METROCITY is an Italian styled fashion brand launched in South Korea in 1997, best known for its handbags and leather goods. It has grown into a lifestyle label with ready to wear, fragrance and home products and a flagship store in Milan.
| Launched | 1997, South Korea |
|---|---|
| CEO | Jeehae Yang |
| Signature | Handbags |
| Flagship | Milan |
| Website | metrocityworld.com |
What is METROCITY?
METROCITY is a fashion brand with Italian roots that was launched in South Korea in 1997. It is led by CEO Jeehae Yang, who took on the role after serving as creative director, and it has been described as a leading brand in the Korean market.
Products and positioning
The brand's foundation is leather goods, and its signature bags are its best known products. Over time METROCITY has broadened into a lifestyle offer that includes:
- Handbags and leather goods
- Ready to wear
- Fragrance and cosmetics
- Sports goods, interior items, tableware and stationery
In June 2016 the company launched METROCITY Lounge, a concept that brings this wider lifestyle range together.
Distribution
METROCITY operates more than 100 stores worldwide, including a flagship store in Milan, and is sold in Korean department stores and duty free shops such as Shilla Duty Free.
Why it matters
METROCITY illustrates how a bag brand built in Korea on an Italian image can extend into a full lifestyle label and reach international customers through travel retail.
Frequently asked questions
Is METROCITY Italian or Korean?
METROCITY is an Italian styled brand that was launched in South Korea in 1997 and also has a flagship store in Milan.
What does METROCITY sell?
METROCITY is best known for handbags and also sells ready to wear, fragrance, cosmetics and home products.