Hansome Opens 'EQL Grove', a Flagship Store Specialized for the MZ Generation

The Largest Space Among Seongsu-dong Edit Shops

Hansome, a fashion specialist company affiliated with Hyundai Department Store Group, announced on the 4th that it has opened the first flagship store of its own online select shop 'EQL' called 'EQL GROVE' in Seongsu-dong, Seongdong-gu, Seoul.

Hansome's flagship store EQL GROVE established in Seongsu-dong [Photo by Hansome]

The EQL GROVE store is the largest fashion select shop in Seongsu-dong, with an area of 1,653㎡ (approximately 500 pyeong). The space and MD composition are all targeted at MZ generation (Millennials + Generation Z) customers.

The store layout reflects the consumption trend of the MZ generation who enjoy shopping and food & beverage (F&B) simultaneously, offering a separate caf? space apart from the sales area. This space sells beverages as well as desserts such as cakes and pies. It is the first time Hansome operates an F&B complex space within a store.

On the 1st and 2nd floors, popup-exclusive spaces of 495㎡ (approximately 150 pyeong) each have been created to showcase various contents targeting MZ generation customers. A Hansome representative said, "We plan to utilize these spaces for various content areas including popup events for popular issue brands among MZ generation customers and emerging brands that need incubation, as well as art performances and exhibitions by emerging artists."

The MD composition also caters to the tastes of MZ generation customers, featuring about 10 exclusive brands such as the popular online women's contemporary brand 'Soltipeble' and jewelry brand 'Eongsseong', along with about 100 popular domestic and international fashion and lifestyle brands curated directly by Hansome.

Hansome plans to open an offline popup store for its online-exclusive street fashion brand 'London Underground' on the 20th, and in the first half of next year, it will also open the first domestic store of the American luxury lifestyle select shop 'Kith'.

A Hansome representative stated, "We will continue to introduce various contents that meet customer demands in the future."

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