The online Korean beauty and fashion retailer YesStyle will open a storefront at the Great Mall in Milpitas this winter, marking its first U.S. retail location in more than a decade.

The new store will be located between Cold Stone Creamery and T-Mobile on the mall’s north side of the mall, replacing men’s clothing retailer Enzo Collection. It will join a growing cluster of Asian retailers at the Great Mall, including KPOP 1004, a K-pop merchandise store, and Daiso, a Japanese chain known for affordable household goods.

Founded in 2006 and based in Hong Kong, YesStyle primarily operates as an online retailer. Its parent company, YesAsia, was founded in San Francisco in 1998, according to a profile of founder Joshua Lau for the Asia Pacific Enterprise Awards.

The company previously operated U.S. retail locations of YesStyle in San Francisco’s Stonestown Galleria and San Jose’s Westfield Oakridge Mall, according to a 2013 Facebook post by YesStyle. Both stores have since closed as “part of a strategic shift to focus on e-commerce, which has been the core of our business growth over the past decade,” YesStyle spokesperson Curtis Ng told this news organization.

Ng did not immediately respond to a request for comment specifically on the Milpitas store’s upcoming opening.

Lynne Rice, the Great Mall’s director of marketing and business development, said YesStyle’s opening at the Great Mall “marks a major milestone” for the brand.

“YesStyle’s extensive range of Asian fashion, beauty, and lifestyle products directly aligns with the diverse interests of our Bay Area shoppers, making them an excellent fit for the center,” she wrote in a statement to this news organization. “We also recognize the significant customer base they’ve cultivated online, which we anticipate will translate successfully to their new brick-and-mortar presence.”

The Great Mall has added several retailers of Korean products in recent years, with KPOP 1004 opening in late 2023 and skincare and makeup store Korean Beauty-KR opening in April 2024.

Rice said that the mall’s management has “absolutely” seen an increased interest in Korean brands and products from customers.

“The enthusiasm for ‘Hallyu’ — encompassing K-pop, K-beauty and K-fashion — is very strong in the community,” she said. “The growing demand is reflected in the success of our current Korean-focused retailers.”

Recent additions to the Great Mall include Marc Jacobs, escape room site The Escape Game, and an expansion to its Skechers Superstore. The mall has also welcomed various Asian restaurants to its food court: Chinese restaurant Home Eat, Onigilly Japanese Kitchen, Indian restaurant Naans and Curries, and Korean fusion restaurant Saucy Asian.

Other stores slated to open at the mall this year include Pottery Barn Outlet, opening later this month; Altitude Trampoline Park, opening this summer; Taiwanese milk tea brand Milksha, opening its first U.S. location this fall; and hotpot and Wagyu BBQ restaurant Chubby Cattle, opening this winter.