Shinsegae South City Strengthens Sports and Outdoor Categories to Attract Younger Customers

Expansion of Brands Including Adidas, Puma, and New Balance

Creation of a Dedicated Outdoor Zone

Targeting 30s and 40s Demand in Yongin and Bundang

Special Discounts and Rewards Offered for the Renewal

Shinsegae South City is reorganizing its stores with a focus on the sports and outdoor categories and is working to expand its younger customer base.

The sports and outdoor sector has recently emerged as a major consumer category as interest in health and wellness grows. In fact, according to Shinsegae Department Store, men in their 30s and 40s accounted for 65.6% and women for 58.5% of sales in this category in 2025, reflecting the high proportion of these age groups.

With this renewal, Shinsegae South City aims to attract more customers in their 30s and 40s from nearby areas such as Suji in Yongin and Bundang in Seongnam. As the Jukjeon area, where the store is located, continues to see an influx of young residents, including newlyweds, the store layout has been updated to reflect these changes in demand.

On April 21, an Adidas Performance store with a global concept newly opened on the 4th floor. The space is approximately 70% larger than before and offers a wide range of products. On the same floor, Umbro and Reebok have also opened stores.

On the 8th floor of the parking building, brands such as Puma, Fila, Lacoste Sports, Sierra Designs, Arena, and Barrel have opened. At the end of May, the New Balance store will reopen at more than twice its previous size. Under Armour, K2, Eider, Dynafit, and Kodak will also be added, making this floor a dedicated outdoor space.

Promotions are also being held to celebrate the renewal. At 31 new or renewed brands, customers who spend KRW 300,000, KRW 600,000, or KRW 1,000,000 or more by April 30 will receive Shinsegae Department Store points worth KRW 20,000, KRW 40,000, or KRW 70,000, respectively. Discount coupons are also available for customers using affiliated credit cards.

In addition, select brands are offering a variety of events, including free gifts, multi-purchase discounts, and new product discounts.

Bae Joonseok, Store Manager of Shinsegae South City, said, "We have reorganized the store to reflect the recent increase in demand for sports and outdoor products," adding, "We will continue to expand content tailored to the characteristics of the local commercial district."

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