Shinsegae Department Store’s Uijeongbu branch fully reopened its renovated 5th-floor women’s fashion hall on the 19th. This is the largest refresh since the store opened in 2012, covering about 1,500 pyeong (≈ 53,375 sq ft).
The centerpiece of the makeover is a stronger focus on trendy “young fashion” labels that reflect today’s style currents.
The area around Uijeongbu has seen roughly 42,000 new apartment units move in over the last three years, bringing a wave of newlyweds and single households in their 20s and 30s.
In the first half of this year, about 45% of shoppers at the Uijeongbu branch visited young-fashion brands. Revenue from customers in their 20s and 30s grew 13.1%, far outpacing sales from shoppers in their 60s and 70s—showing that an influx of younger locals is directly boosting sales.
First-in-Northern Gyeonggi Brands and a Distinctive Shopping ExperienceThe redo reorganized roughly 50 brands. Many young-fashion labels are making their northern Gyeonggi debut here. Designer Choi Beom-seok’s modern-casual label General Idea, airport-fashion favorite Atid, and curated shop Hago House—which carries names like Matin Kim, J Cheong, and D.Found—are strategically placed near the busy escalator area.
Domestic SPA brand Eight Seconds opened a 150-pyeong (≈ 5,337 sq ft) megastore—an unusually large format for the Uijeongbu market—offering affordable prices and a wide product range in a comfortable shopping setting.
German coffee brand Bonanza Coffee, one of Germany’s top three coffee names, also opened its first Uijeongbu location in a 40-pyeong (≈ 1,423 sq ft) space, giving shoppers a place to recharge between store visits.
The interior was redesigned to appeal to shoppers in their 20s and 30s with a fresh, modern vibe.
Soft beige tones open up the space while unnecessary ornamentation was stripped away to highlight merchandise. Brighter lighting creates a lively, energetic atmosphere.
The goal was to build an environment where customers can focus on the products. While the number of brands dropped from about 60 to roughly 50, individual store footprints grew by an average of over 20%.
The expanded store spaces deliver a more pleasant shopping experience and make it easier to browse a wide selection at a glance.
Generous Opening PromotionsTo celebrate the relaunch, Shinsegae Department Store Uijeongbu is running special promotions through the 25th.
Shoppers who spend 100,000 KRW (≈ $75) or more at renovated or newly opened brands will receive a 10,000 KRW (≈ $7.50) discount coupon. Purchases of 300,000 KRW (≈ $225), 600,000 KRW (≈ $450), or 1,000,000 KRW (≈ $750) qualify for a 7% Shinbae Reward (some brands excluded).
Social media hashtag events are running alongside the promotions.
Post a photo of a renovated 5th-floor brand store or the floor layout on Instagram with the event hashtag to receive a Bonanza Coffee voucher.
On Shinsegae Department Store’s app community page “Seul·Ui·Saeng,” users who post a three-line acrostic (using one of four prompt words) will be entered in a drawing to win movie tickets, bakery and coffee vouchers, and F&B discount coupons.
Lee Yong-hwan, manager of Shinsegae Department Store Uijeongbu, said the renovation positions Shinsegae Uijeongbu as the new fashion hub of northern Gyeonggi. He added that the store will continue to introduce distinctive brands and stylish spaces that match young customers’ tastes, aiming to become the area’s go-to shopping landmark.
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