Lotte Department Store Dongtan Branch Opens 'Infant and Children's Specialty Hall'... "Targeting Dongtan Moms and Kids' Preferences"
[Asia Economy Reporter Lim Chunhan] Lotte Department Store announced on the 11th that it will open a 'Children's Specialty Zone' at its Dongtan branch, which opens on the 20th. Hwaseong City, where Lotte Department Store Dongtan is located, is characterized by a large number of young couples raising young children. Reflecting this regional characteristic, the Dongtan branch will offer various contents such as fashion, beauty, luxury goods, and experiential spaces.
In collaboration with well-known domestic kids companies, it will introduce play facilities and a baby food cafe brand. The top-tier kids cafe brand Champion The Energizer, created by the global children's experiential play group Playtime Group, will open in a 749㎡ space, offering a total of 18 age-specific customized play facilities, including a dedicated play area for toddlers. Additionally, in collaboration with the organic premium baby food brand Yummy Meal, a new-concept baby food cafe called Yummy Meal Town, where food can be prepared and consumed on-site, will be introduced for the first time.
Stores emphasizing experience beyond simple sales will also be introduced in various ways. At the kids beauty brand DL Friends, children can directly try out color cosmetics including nail products, and a separate art class zone will be set up to conduct classes such as slime making and mirror making.
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A Lotte Department Store official said, “We have devoted great effort to creating a differentiated children's specialty zone reflecting the characteristics of an area with many kids' moms. It is a commercial district with high expectations to the extent that famous kids companies are launching exclusive brands only for the Dongtan branch. We will strive to become a representative local hot place by providing customers with unique experiences through various contents.”
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