Hyundai Department Store to Open "The Hyundai Running Club" on the 17th... Aims to Become a Must-Visit "Running Pilgrimage" Spot

Combining Running, Experience, and Brands: Building a Lifestyle Platform Beyond Simple Retail
Targeting Millennials and Gen Z with Personalized Running Shoe Consultations and Global Premium Brands

Hyundai Department Store is introducing a specialized space for runners at The Hyundai Seoul in Yeouido, Seoul. The company's strategy is to build a platform where running enthusiasts can gather and share experiences, going beyond simply selling running gear, and to make this a must-visit destination for the so-called "Running Pilgrimage."

On March 8, Hyundai Department Store announced that it will open a 535-square-meter running-focused area called "The Hyundai Running Club (TRC)" on the 4th floor of The Hyundai Seoul on March 17. This space will be operated as a "running platform" that combines preferred brands, related gear, and experiential elements, rather than just displaying products.

This new space will feature, for the first time in the industry, running specialty brands that are difficult to find in traditional retail channels, such as LIIDA, KALEC, EQL Performance Club, and CIELLE. LIIDA is an eyewear brand noted among runners for its lightweight design and excellent field of vision, while KALEC has gained popularity among advanced runners for its refined fit and technological prowess.

Handsome's EQL Performance Club will offer a curated selection of stylish sports brands, and following the flagship "EQL GROVE" store targeting Millennials & Gen Z, will now open an exclusive department store location. In addition, more than 30 global running brands such as HOKA and Brooks will be available. Garmin and the running hat brand CIELLE will also be part of the club.

The Running Club will also feature a product experience zone. At the newly renovated running select shop "Good Runner Company," customers can have their feet scanned and fitted, allowing for an analysis of foot type and running habits, and receive personalized running shoe recommendations.

Hyundai Department Store has created this specialized space that combines experience and culture with purchases, as running has become a cultural trend embraced across generations. The domestic running population is estimated at around 10 million people.

Sales related to running are also seeing rapid growth. Compared to last year, sales increased by 35.8%, and cumulative sales for January and February of this year grew by 46.7% year-on-year. Looking ahead, Hyundai Department Store plans to expand the running-focused club to major flagship locations such as The Hyundai Daegu.

A Hyundai Department Store representative stated, "We aim to grow The Hyundai Running Club into a lifestyle content space, not simply a place for shopping, and to make it a representative running hub in Yeouido for runners."

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