Emart24 Opens First Prototype Store 'Magok Premium Branch'

Prototype Model to Be Applied to 650 New Stores by 2026
Expansion of Differentiated Products and Enhanced Mutual Support

Emart24 announced on December 2 that it will open the 'Magok Premium Branch,' a prototype store in Magok, Gangseo-gu, Seoul, on December 3. This store is intended to serve as the standard model for next-generation franchise locations.

The prototype store aims to be a "trend curation convenience store," where products and spaces are completely reimagined so that customers can experience the latest trends first. Emart24’s new slogan, "Allday highlight," is reflected throughout the store, allowing customers to naturally experience the brand’s new image and identity. In particular, the interior has been designed to create a softer and warmer atmosphere, making it a comfortable place for the 1030 generation to relax, take photos, and spend time.

Exterior view of Emart24 prototype store 'Magok Premium Branch'.

The first Magok prototype store covers approximately 158.6 square meters (48 pyeong) and is divided into three main zones: Live Playground, Fresh Lane, and CVS Essential.

The most distinctive feature of the Magok Premium Branch is that newly updated and trendy products are displayed at the very front of the store. While convenience stores have traditionally maintained a fixed layout focused on core and steady-selling products, the prototype store breaks away from this formula.

This approach is embodied in the "Live Playground" zone. Located at the entrance, the Playground Zone showcases differentiated products such as the Seoul Daebbang series, Choco Castella Kadaif Mochi, collaborative products with Chef Son Jongwon, and Seongsu310 cup coffee. These unique items are displayed prominently on the end caps-the ends of the display shelves-where they are most visible to customers. The store is designed so that as soon as customers enter, they immediately encounter the most popular and trendy products, naturally leading to purchases.

The "Fresh Lane" features a linear layout of frozen and refrigerated foods, alcoholic beverages and drinks, fresh food, desserts, and fresh products, creating a visually expansive and impressive sense of scale. The "CVS Essential" zone is organized around core products such as steady-sellers and essential services like parcel delivery, making it intuitive and convenient for customers to use.

Emart24 is also strengthening product competitiveness and expanding mutual support to boost sales. After launching 400 differentiated products this year, the company plans to introduce an additional 600 next year. Focusing on products that have produced tangible sales results-such as Seoul Daebbang, Siseon Gangtal Burger, and collaborative items with Josun Hotel’s Chef Son Jongwon-Emart24 will continue to enhance product competitiveness through ongoing partnerships with affiliates like Shinsegae Food, Josun Hotel, and L&B.

Additionally, to make it easier for franchise owners to order and manage these differentiated products, Emart24 will expand incentive support for new product launches and provide 100% disposal support for key differentiated products. Starting in December, sample products for star items will also be provided to franchise owners for tasting purposes.

Choi Jinil, CEO of Emart24, stated, "This prototype store is a model designed to reflect rapidly changing consumer trends and to provide practical support to franchise owners during actual operations. Through this prototype, which will serve as the standard for new stores, new franchise owners can clearly understand store composition criteria, while existing owners will have the opportunity to identify ways to enhance their store’s competitiveness."

Beginning with the Magok Premium Branch, Emart24 plans to expand to a total of seven prototype stores in landmark locations across regions such as Seoul, Incheon, Daejeon, Gwangju, and Daegu by the end of the year. Starting in 2026, prototype elements will be gradually applied to approximately 650 new stores opening annually, accelerating store innovation. To support this, Emart24 will host a product briefing session for franchise owners over three days from December 16 to 18.

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