Lotte Department Store Opens 'So' Living & Miscellaneous Goods Curated Shop at Pyeongchon Branch

[Asia Economy Reporter Lim Chun-han] Lotte Department Store announced on the 4th that it will open a new type of living and miscellaneous goods select shop called 'SOH (So)' targeting women in their 40s and older at the Pyeongchon branch on the 6th.

In collaboration with the eco-friendly women's fashion brand 'Isae', this select shop sells various handcrafted products that evoke nature and tradition under the concept of 'a leisurely life in nature.'

Representative products include kitchenware made from Jangsu Gobdol stone in Jeollabuk-do, mica ceramics from Donghae in Gangwon-do, and Jeju Onggi pottery from Gurye in Jeju. There are also bags, hats, and shoes dyed with natural materials, as well as accessories crafted by metal artisans.

The third floor of the Pyeongchon branch, where 'SOH' opens, originally housed a 'senior fashion' store. However, as middle-aged female consumers recently preferred younger brands and sales declined, some brands were reorganized, and a select shop focusing on living and miscellaneous goods, which have shown recent sales growth, was opened.

In fact, from January to September, overall women's fashion sales increased by 22%, but senior fashion sales, whose main customers are middle-aged and older women, decreased by 10% compared to the same period last year.

A Lotte Department Store official said, “After more than a year of preparation, we have opened a new concept select shop,” adding, “We plan to expand to about five stores by next year.”

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