Global fashion eyewear brand Gentle Monster is expecting a bigger presence in the Chinese market by opening more stores and seeking various partnerships, Xinhua reported.

The brand, headquartered in the Republic of Korea, will soon open its 10th flagship store in the Chinese market in downtown Beijing’s new high-end department store SKP-S.

The two sides have worked together to turn SKP-S into a futuristic retail space with fashionable designs, artistic exhibits and high-tech services, aiming to offer fresh shopping experiences.

The sunglasses and optical glasses brand, established in 2011, opened nine flagship stores across China by the end of November. Six or seven new flagship stores were expected in 2020, according to the company’s founder and CEO Hankook Kim.

China is a large market with many opportunities, he said. “There are still so many cities that we haven’t entered.”

It has partnered with Chinese tech giant Huawei to roll out smart glasses this year that enable users to talk on paired devices without putting anything in their ears.

Gentle Monster has partnered with Chinese tech giant Huawei to roll out smart glasses this year that enable users to talk on paired devices without putting anything in their ears. Credit: Gentle Monster.

Kim said the combination of technology and fashion offers new experience to consumers.

The smart glasses have speakers on both inner sides, so the wearer can listen to music or pick up calls without being noticed by others, CGTN reported.

Huawei x Gentle Monster eyewear is not the first of its kind out of the gate, but it is successful. The two companies focus on design rather than tech, as Kim said, “we are sensitive about the face.”

It is hard to keep the technology hidden in the glasses. Kim said that while this is a tough process, Gentle Monster always tries to provide a different experience because the brand believes that people are more focused on newness and value. To provide newness to the customer, “we need technology,” he added.

At this point, technology is a helpful way of entering into the market.

Meanwhile, Kim sees trends change around the world in retail. A key trend he mentioned is “redefinition.” “People may not need the product but (like) the newness because human beings are all about curiosity,” he added.