• Brandy Melville is expanding in Asia with a new store in Seoul, South Korea’s capital.
• The store is in Seongsu-dong, a hip neighborhood often likened to Brooklyn.
• The store saw snaking queues and products flying off the shelves in its first week of operation.

Brandy Melville, the teen-favorite clothing store that offers a “one size fits all” sizing approach, just opened a new store in Seoul’s answer to Brooklyn — and it’s a big hit.

The store, located in the hip Seongsu-dong area, opened on January 3 and was flooded with customers in its first week of operation, according to The Korea Herald.

Snaking queues formed outside the store in its first week of operations, as seen in TikTok videos posted by customers.

Other TikTok posts about the store’s opening showed customers spending hours waiting in line.

The videos showed a well-stocked inventory, with full stacks of clothes on islands around the store. Products were snatched up fast, with staff having to restock the shelves frequently, per multiple reports from South Korean media outlets.

TikToker users have also been quick to post their shopping hauls from the new store, showing off their new sweaters and cami purchases. Other videos called it a “must-visit” store and one of the “new trendy places” in the Seongsu-dong neighborhood.

The Seoul store adds to the chain’s small but growing presence in Asia. Brandy Melville currently has five other stores in the continent — one each in Singapore, Hong Kong, and Japan, and two in mainland China.

Founded in Italy in the 1980s, the brand gained popularity after expanding to the US in 2009 and establishing its image as the go-to retailer for teenage girls in the US.

Representatives for Brandy Melville did not respond to a request for comment from Business Insider sent outside regular business hours.