Eco-friendly brand 'MyShell' opens first flagship store at Lotte World Tower

Exterior view of MyShell flagship store.

[Asia Economy Reporter Yuri Kim] Eco-friendly lifestyle brand MyShell announced on the 20th that it will open its first flagship store at Lotte World Tower in Jamsil, Songpa-gu, Seoul. MyShell is a brand created by Korea STL, a joint venture between the global handbag brand Samantha Thavasa and Lotte Shopping.

At the flagship store, customers can find MyShell's signature collections such as knit bags, turtle shoulder bags made from eco-friendly materials, and seasonal jelly bucket bags. Jewelry and fashion items including T-shirts, socks, and hats inspired by objects from the sea and nature will also be introduced for the first time.

Along with the flagship store opening, MyShell plans to launch various customer experience programs targeting the MZ generation (Millennials + Generation Z). Inside the store, customers who complete three missions and collect three stamps can receive MyShell goods through a stamp tour. There will also be a DIY zone where customers can assemble their desired pendants and tassels, as well as a photo zone featuring various stories. In August, the girl group StayC, MyShell’s muse, is scheduled to visit.

Jin-yeop Kim, CEO of Korea STL, said, "Our goal is to exert a positive influence on consumers and the fashion industry through communication and empathy with MZ generation customers, relieving travel cravings by stimulating emotions of 'excitement in everyday life,' and supporting nature’s recovery in a sustainable way." He added, "We will provide various forms of brand experiences by communicating directly with consumers."

Meanwhile, MyShell will hold promotions in conjunction with the opening of the Jamsil Lotte World Tower flagship store. Customers who add the KakaoTalk channel will receive discount coupons, and those who purchase over 100,000 won will be gifted limited edition goods.

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