Hyundai Department Store Opens 4th Branch of Select Shop 'Peer'... Accelerating Store Expansion

Hyundai Department Store Trade Center Branch Peer Store No. 4 Interior View.

[Asia Economy Reporter Lim Chun-han] Hyundai Department Store announced on the 14th that it will open the 4th store of its own street fashion select shop ‘Peer’ on the 6th floor of the Trade Center branch, following Sinchon, Jungdong, and The Hyundai Seoul branches.

Peer is a select shop featuring about 50 popular brands among the MZ generation (Millennials + Generation Z), including domestic and international street fashion brands, skateboards, and living accessories. The 4th Peer store spans 741㎡ (approximately 73 pyeong) and houses about 30 brands such as the French brand ‘Maison Margiela,’ known as the new luxury, the American street brand ‘Supreme,’ and the British contemporary brand ‘Studio Nicholson.’

A new-concept lifestyle store with a convenience store concept, ‘Nice Weather,’ will also be included as a shop-in-shop. Nice Weather, which opened its first store in March last year on Garosu-gil in Sinsa-dong, Seoul, sells curated food and beverage products as well as fashion and living accessories. Hyundai Department Store plans to introduce exclusive products sold only at Peer stores through collaboration with Nice Weather in the second half of this year.

A Hyundai Department Store official said, “Peer has established itself as a fresh platform attracting young customers by continuously discovering and showcasing popular brands familiar to the MZ generation on social networking services (SNS). Going forward, we will develop Peer not just as a simple product sales space targeting customers in their 20s and 30s but as a platform that shares trends and culture with the MZ generation.”

This content was produced with the assistance of AI translation services.