Shinsegae Daegu Branch Unveils Renovated "Premium Kids Specialty Hall" with Over 30 Brands Reorganized

Largest Renovation Since 2016 Opening
Latest Trend Kidswear and Sports Kids Mega Shops Now Open

Shinsegae Department Store's Daegu branch announced on the 19th that the 7th floor children's department has been newly renovated as a "Premium Kids Specialty Hall" and will open its doors for the first time on the 20th.

7th floor children's section, Shinsegae Department Store Daegu branch. Photo by Shinsegae Department Store

Shinsegae Department Store explained that last year, the birth rate in the Daegu region was 0.792, higher than the national average of 0.748, and that, with about 30,000 new apartment households moving in over the past three years-mainly in Dong-gu and Jung-gu-purchases of children's clothing and products by newlyweds and young parents in their 20s and 30s have increased. Taking these factors into account, the company carried out its largest-scale renovation in nine years since 2016. In fact, from January to September this year, the Daegu branch recorded a 17.4% share of customers purchasing children's products, ranking first among all Shinsegae Department Store locations.

This renovation reorganized a total of about 30 brands. Notably, "Apricot Studio," a children's clothing brand with unique designs and reasonable prices and 190,000 social media followers; "Atelier Choux," a French lifestyle brand for infants and children; and "Minkmuu Atelier," known for its warm colors and patterns, are all opening in the region for the first time.

In addition, "Nike Kids" and "New Balance Kids" will reopen as the largest mega shops in the Daegu region. These stores will cater to a wide range of ages from newborns to preteens (ages 10-13) and will be designed as experiential shopping spaces that combine sports, fashion, and lifestyle.

With the reopening, the "Kids Membership" benefits, introduced for the first time in the region, will also be expanded. New members will receive 15 types of "Welcome Vouchers" usable in children's, young fashion, sports, cosmetics, and food categories. The "Kids Mileage Program" will also be offered, providing up to 8% (previously 7%) rewards on purchases in the children's category.

The Kids Membership, which targets parents with children born after 2014, has attracted more than 1,000 new members every month, and as of this month, the cumulative number of members is about to reach 10,000.

Sun Hyunwoo, head of fashion at Shinsegae Department Store, said, "Recently, the VIB (Very Important Baby) customer segment has emerged as a key consumer group in department stores, characterized by high spending per customer and a keen sense of trends. We plan to continue strengthening our strategy to target the premium kids market going forward."

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