Maisonje expands to New York and Seoul with new pop-up

Maisonje, the premium backpack brand for professional women founded by Jay Heo, launched in New York and is heading to a Seoul pop-up this September. The moves signal the brand’s push beyond Asia and into global retail as it targets women who need one bag for commuting, meetings and travel.

Why it matters: - Maisonje is moving from a niche brand into visible international retail, with placements in New York and Seoul. - The expansion gives the label more exposure to professional women looking for backpacks that balance luxury design and daily function. - The brand’s retail push follows an earlier pop-up in Paris, suggesting a broader overseas growth plan.

What happened: - Maisonje launched at Flying Solo in SoHo, New York, in June 2026. - The brand will join the Milan Loves Seoul x Yongdae pop-up at Me Space in Apgujeong Rodeo, Gangnam, from Sept. 12–19, 2026. - The Seoul pop-up is curated with British fashion platform Yongdae. - Maisonje is also available through Wolf & Badger online and at the company’s website.

The details: - Maisonje is a premium backpack brand for professional women founded by designer-turned-entrepreneur Jay Heo. - Heo’s background spans Korea, Australia, Singapore and France. - She studied fashion design, started her career on the shop floor of a Louis Vuitton boutique in Brisbane, and later earned a master’s degree at ESSEC Business School in France and Singapore. - Heo worked in PR and product marketing at Van Cleef & Arpels and Cartier within the Richemont group. - The idea for Maisonje formed in 2022 in Paris while Heo was working in marketing at an art fair start-up. - Heo noticed professionals cycling to work with bags that were stylish or practical, but rarely both. - She also saw that women faced a sharper tradeoff between a backpack that worked for commuting and one that looked appropriate for meetings. - Heo said Maisonje is the backpack she could not find, made to luxury-house standards and designed for the way professional women move from commute to meeting to evening flight. - Before the first collection, Heo surveyed 300 professionals across Korea, France and Australia about how they carry their working lives. - Those responses shaped the Everyday Backpack, Maisonje’s signature piece, and later collections. - Heo oversees each stage of development, from material selection to final sampling. - Maisonje says New York and Seoul mark the next step in its international expansion after the K-Fashion Pop-Up in Paris earlier this year.

Between the lines: - Maisonje is positioning itself less as a fashion accessory brand and more as a work-to-travel utility brand with luxury cues. - The company is leaning on founder credibility and cross-market validation to appeal to global shoppers. - The combination of New York retail, Seoul pop-up exposure and online availability widens the brand’s reach without requiring a full storefront rollout.

What's next: - The Milan Loves Seoul x Yongdae pop-up runs Sept. 12–19, 2026, at ME SPACE, 1F, 22 Seolleung-ro 153-gil, Gangnam-gu, Seoul. - Maisonje will continue building visibility through selective retail and event-based launches. - The brand’s international expansion appears set to continue beyond Paris, New York and Seoul.