Fashion brands are reinventing their brick-and-mortar locations as experiential platforms, not just places to sell products. Gamtan, Gritty's No. 1 seamless bra label, officially opened its second flagship store, Gamtan Cheongdam, on April 2. Following the Dosan store that launched in June 2024, this new outpost is set to become a key hub for conveying the brand’s core values.
Situated on Seoul’s Apgujeong Rodeo Street, Gamtan Cheongdam occupies two floors, with each level presenting a distinct set of products and concepts. The first floor offers a modern reinterpretation of Korean sensibility and East Asian aesthetics, using a minimalist layout and soft lighting to create a serene, comfortable vibe. Visitors can touch and try the full Gamtan lineup here, getting a tactile, sensory introduction to the brand.
The second floor introduces Gamtan’s new sub-brand aimed at women in their 20s and 30s, delivering a visual concept that contrasts with the calm palette downstairs. In collaboration with artist Choi Ki-won of Origin Seoul, the store includes floor-specific art installations that give visitors an added aesthetic experience. Choi’s work has been recognized through the Craft Trend Fair and various brand partnerships.
Across the fashion industry, retailers are moving beyond straightforward product sales to offer customers memorable experiences and added value. As online shopping grows, physical stores are evolving—and experiential flagships are one way brands are deepening their relationship with shoppers. Industry observers say Gamtan’s Cheongdam opening boosts the brand’s premium image in a major fashion district and signals a differentiation strategy amid rising competition.
Gritty plans to run Gamtan Cheongdam as a layered destination that offers varied services and hands-on experiences designed to bring customers back. The company expects this spatial approach to deepen understanding of the brand’s philosophy and to strengthen long-term loyalty. Looking ahead, Gamtan aims to fortify its competitive position by expanding more experiential spaces.
