A view of the newly opened furniture brand ‘Kashina’ store in the Living Hall of Lotte Department Store’s Jamsil branch. Provided by Lotte Department Store
Lotte Department Store announced on the 17th that it will strengthen its ‘premium living’ product line at its Jamsil branch and actively target the demand for new residents of large-scale apartment complexes, which are considered the largest in history.
As approximately 12,000 new households will begin moving into Dunchon-dong, Gangdong-gu, Seoul from the end of next month, living sales at the nearby Jamsil branch are also on the rise. According to Lotte Department Store, from the 1st of last month to the 15th of this month, sales of living products at the Jamsil branch increased by about twice compared to the same period last year. Due to the nature of the commercial district, demand for premium products is high, and the Jamsil branch’s per-customer price (purchase amount per person) for the living product range is analyzed to be the highest among all branches.
In line with this, Lotte Department Store’s newly introduced premium brands in the living room on the 10th floor of the Jamsil branch include ‘Casina’ and ‘Edra’, famous Italian luxury furniture brands. The Casina store sells the ‘Soriana’ sofa in collaboration with Italian denim brand ‘Roy Rogers’ for the first time in Korea. The Edra store also presents a furniture collection created by Italian designer Francesco Vinpare. In addition, to create a comfortable work-from-home environment and a customized study room for children, an offline standalone store of the US-based global office furniture brand ‘Steelcase’ will also be introduced for the first time in the industry.
A premium accessory store has also been prepared to complete the sensitive interior. ‘Rooming’, a lifestyle design select shop, presents living products in various categories, from small furniture to lighting and home accessories, all in one place. Premium living brands such as ‘Hey’, a famous Danish designer brand, ‘Vitra’, ‘Artek’, and ‘Dryade’ will also be presented in a shop-in-shop format.
Popular bed brand stores have also maximized premium elements. ‘Ace Bed’ presents a dedicated space for premium beds by each brand, including ‘Heritz’ and ‘Black’ from ‘Simmons Bed’. The ‘Mattress Experience Zone’ is also created as a separate space so that it is not visible from the outside, so that customers can directly experience products that suit their individual sleeping habits and tastes without being disturbed by other customers.
To commemorate the new store opening, various promotions will be held starting from the 18th. Casinawa and Rooming give appreciation items on a first-come, first-served basis depending on the purchase amount, and Edra and Steelcase offer discounts on items until the 14th of next month. In addition, until the 20th, a promotion will be held in which up to 10% of the purchase amount will be given as a Lotte gift certificate depending on the payment method when purchasing furniture.
Lee Dong-hyun, head of the Lifestyle Department at Lotte Department Store, said, “By strengthening our premium living content with a focus on furniture, we plan to actively target the surrounding commercial districts, which will grow further with large-scale new residents.” He added, “We will continue to satisfy customers’ diverse tastes with a focus on premium products.” “We plan to present a variety of living content,” he said.
Reporter Lee Hwa-yeon hylee@segye.com
Source: www.segyebiz.com
