Lotte Premium Outlet, Dongbusan, Paju, and Giheung Branches Renovated... "Premium Specialization"

Dongbusan Branch 'Metropolitan Premium'... Introducing Garden-Style Rest Area
Paju Branch 'Top Tier'... Youth Culture Ville Opens
Giheung Branch 'Gourmet and Sports'... Largest Outlet Dining Space

Lotte Premium Outlets announced on the 27th that its three locations in Dongbusan, Paju, and Giheung will simultaneously reopen with renovations to welcome the autumn season.

These stores have been undergoing premium renovations for a considerable period, aiming for the 'Next Premium' standard. While expanding top-tier brands by product category, they are also enhancing the customer experience.

Lotte Premium Outlet Dongbusan panorama.
[Photo by Lotte Shopping]

From the end of this month to mid-September, the three locations in Dongbusan, Paju, and Giheung will hold autumn events featuring the first unveiling of new facilities, along with pop-ups, discounts, and customer experience events to celebrate the renovations.

The Dongbusan location will strengthen its status as a 'metropolitan premium outlet.' As the largest outlet in Korea, Dongbusan will introduce a new 1,400-pyeong garden-style relaxation and cultural space on the 29th to commemorate its 10th anniversary. On the south side of the plaza, a large stage designed as a 'Mirror Pond' will be newly established, and a garden-style relaxation area decorated with various plants will be created along the passage connecting to the north side.

On the same day, Dongbusan will open the 'Stone Island' store, Korea’s second outlet branch, and next month plans to launch the nation’s largest 'Polo' store spanning approximately 340 pyeong. Next year, it is also preparing to introduce the largest 'Zara' store in the Yeongnam region, a global SPA brand.

The Paju location will complete its first renovation in 13 years by the end of this month. On the 21st, it opened 'Youth Culture Ville,' a specialty zone gathering fashion brands favored by the younger generation. Popular brands such as 'Marithe Francois Girbaud,' 'Warrithizen,' and 'Codegraphy,' as well as premium outdoor brands 'Patagonia' and 'Fjallraven,' have moved in. Next month, 'Arc'teryx The Gear Shop,' which offers outdoor gear and apparel, will also be introduced.

Thanks to the renovation effects continuing since last year, Paju has seen sales from the 20s and 30s age group increase by about 30% over the past three months. Family visitors have also expanded by more than 20%.

The Giheung location is being renovated with the theme of 'a sanctuary for gourmet food and sports.' On the 11th of next month, it will open 'Tasty Ground,' a food and beverage (F&B) space of about 620 pyeong on the second floor, the largest food court in Korean outlets. It will feature 14 popular restaurants, including 'Yoshoku,' a popular Japanese-style Western cuisine restaurant in Seongsu-dong; 'Asojeong,' known for Mapo cold noodles and galbijjim; and 'Igane Tteokbokki,' one of Busan’s top three tteokbokki spots. The Tasty Ground at Giheung will also include a 40-pyeong pet ground where customers can dine with their pets.

At the Giheung rooftop, a 1,700-pyeong 'MMOVE' sports lounge where visitors can experience tennis and pickleball will open at the end of this month.

Exterior view of Lotte Outlet Paju Branch Luxury Ville. [Photo by Lotte Premium Outlet]

Events celebrating the premium outlet renovations will also be held. From the 29th to September 12th, Dongbusan will host a discount event with up to an additional 20% off, involving 160 brands. From the 29th to September 1st, Paju will hold a purchase reward event featuring fashion groups such as Handsome, Samsung Fashion, SI, LF, and ID Look.

Lotte Premium Outlets expects that the three stores will again achieve a combined total of 10 million visitors this year due to the renovation effects. Last year, the three locations surpassed 10 million total visitors for the first time in history, and visitor numbers in the first half of this year have already exceeded 5 million.

Moon Eon-bae, Head of Outlet Sales Strategy Division, said, "We have been pursuing strategic renovations aiming for next-level premium experiences beyond what outlets can typically offer. We hope customers will enjoy a delightful autumn through the grand reopening events prepared by the three premium outlets."

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