Shinsegae 'MZ' VS Lotte 'Family'... Spring Battle at Paju Outlet

Shinsegae Creates 'Young Contemporary Street'
Lotte Launches Kids 'Factory Outlet' for the First Time

Shinsegae Paju Premium Outlet and Lotte Premium Outlet have undergone renewal openings. Ahead of the spring outing demand, the two outlets located in the western and northern Gyeonggi regions have been revamped to target their core customer base. The two outlets are located about a 10-minute drive (6 km) apart.

Shinsegae Outlet has created a ‘Young Contemporary Street’ to strengthen its MZ (Millennial + Gen Z) customer segment, while Lotte Premium Outlet has revamped its kids’ section to attract family-oriented demand.

Shinsegae Paju Outlet, Gathering of MZ’s Favorite Brands

According to the distribution industry on the 26th, Shinsegae Simon will open a 1,322㎡ (400-pyeong) ‘Young Contemporary Street’ at Shinsegae Paju Outlet on the 29th. This area will feature 11 exclusive brands newly entering, including Luevre, Setter, Rave, Hunter, and Dr. Martens. Popular brands among the MZ generation such as Hadahouse’s Matang Kim, Bocabaca, and Dfound will also be available. The specialty coffee brand Bonanza Coffee, which started in Berlin, Germany, will enter the outlet for the first time, expected to attract MZ customers who are sensitive to trends and new experiences. A Shinsegae Simon official stated, “It will become a hot shopping spot representing the northwestern Gyeonggi region with diverse and continuous content.”

Shinsegae Paju Outlet is celebrating its 13th anniversary this year. It has a sales area of 52,900㎡ (16,000 pyeong) and houses about 280 brands. The outlet expanded its area twice in 2013 and 2019, and this time, a major renewal was carried out for 51 brands in contemporary, kids, F&B, and sports categories.

Through this renewal, Shinsegae Paju Outlet has greatly expanded its attractions and entertainment options. Taking full advantage of the outdoor offline shopping center, the fountain plaza located in the center of the outlet has been transformed into ‘Central Square.’ The Central Square, about 3,637㎡ (1,100 pyeong) in size?half the size of a soccer field?has significantly increased green space to provide a comfortable resting area during shopping. It will also be used as a pop-up space, with the ‘Haribo Korea’ and art platform ‘PB’ (Print Bakery) collaborating to present the ‘Haribo Blooming Garden’ on the 29th as the first event.

Lotte Premium Outlet Paju Opens Kids Section... Targeting New School Semester

Lotte Outlet responded by opening a 2,000㎡ (600-pyeong) kids section. They focused on the fact that customers looking for children’s clothing and supplies have significantly increased with the new spring semester.

First, the ‘New Balance Kids Factory Flagship Store’ and ‘MLB Kids Factory Store,’ which operate as ‘factory outlets’ selling 2-3 year old stock products at up to 70% discount, will enter Paju Outlet for the first time. In the New Balance store, about 85㎡ (25 pyeong) of the approximately 450㎡ (135 pyeong) store space is designed as a play area, combining shopping and experiential space. At the factory outlet, customers can find a wide variety of products including clothing, shoes, bags, hats, and other accessories at reasonable prices, which were not available in other outlet stores before.

‘Agabang & Company’ is collaborating with ‘The Walt Disney Company Korea’ to launch a new baby clothing brand ‘Disney Baby,’ with a pop-up store running until the end of this year. This is the first time such a store is held at the outlet, showcasing various products featuring Disney characters such as ‘Mickey Mouse,’ ‘Winnie the Pooh,’ ‘Chip and Dale,’ and ‘Inside Out.’

The character lifestyle shop ‘BUTTER,’ known for character-themed household goods, and the kids’ specialty brand ‘NEPA Kids’ will also open a collaboration store. The store will offer various colorful clothing suitable for spring and accessories perfect for spring outings. Products from the French educational toy brand ‘DJECO’ will also be introduced.

Lotte Premium Outlet Paju expects that the renewal of the kids section will increase the dwell time of its core customer base?families in their 30s and 40s?and contribute to sales activation. Yang Hye-jung, head of Lotte Outlet’s Lifestyle & Kids team, said, “Due to polarization in the kids market, the number of customers seeking practical products at reasonable prices with high discounts is steadily increasing. We have newly introduced a kids-friendly space so that families with children can shop comfortably.”

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