Handsome Co., fashion unit of South Korea’s leading retail company Hyundai Department Store Group, will offer a “home fitting” service that allows consumers to try on clothes at home before purchasing them, becoming the first Korean fashion conglomerate to embrace the emerging trend in the global fashion world where online shopping is becoming more popular.

Handsome said on Monday it has launched a new online-to-offline service called “at Home” that will allow its regular customers at its online mall, thehandsome.com, to order up to three items with a hanger icon at no upfront cost and try them on before making a decision to either buy or return them back.

All they have to do is select up to three items online, apply for the “at Home” service, and choose a delivery slot. They will have two days after receiving the delivery to decide which items they want to keep and make payment. The new service is part of the company’s new loyalty schemes for long-serving customers buying clothes from its online shopping mall.

Handsome said it would be the first fashion label in Korea to offer such a “try before you buy” service, in addition to click and collect and curation services. In line with growing popularity of online clothing shopping, demand for a home fitting service has become high. To meet such demand, some foreign startups have already started a home fitting service, which has become an instant hit.

The Korean fashion company’s trial service will be limited to deliveries in Gangnam, Songpa, Seocho, Yongsan, and Mapo districts in Seoul. About 1,300 items of Handsome’s 21 brands including Time, Mine, and System can be purchased through the “at Home” service.

Shares of Handsome closed 3.6 percent or 1,150 won ($1.1) higher at 33,100 won on Monday.

By Kang Da-young and Lee Eun-joo

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