Launch of Global Expansion Platform ‘NextLab’ Linking Customs Clearance and Marketing to Store Placement
K-streetwear brand “Musent,” participating as the first popup brand of “Lotte Department Store Next Lab.” Provided by Lotte Department Store
Lotte Department Store is launching “Lotte Department Store Next Lab,” a platform that supports overseas popup store (temporary store) operations and permanent store entries for K-fashion brands.
According to Lotte Department Store on the 21st, “Lotte Department Store Next Lab” is a project designed to support overseas expansion of domestic small and medium-sized fashion brands. By leveraging Lotte Department Store’s overseas infrastructure and on-site operating experience, the platform will support export customs clearance, store interior design, and local marketing. It plans to secure space in directly operated and partner stores overseas, observe local consumer responses, and then connect this to full-scale store openings.
The first location for Next Lab is “Lotte Mall West Lake Hanoi” in Hanoi, Vietnam, which Lotte Department Store opened in 2023. On the first-floor atrium, it has secured a space of about 100㎡ (approximately 30 pyeong) and plans to operate popup stores for a total of five brands by the end of this year. From next year, Lotte Department Store will also open permanent popup-only stores bearing the “Lotte Department Store Next Lab” signage at Lotte Mall West Lake Hanoi and in other overseas markets, including Japan.
For this project, Lotte Department Store also established an in-house independent organization called “Next Contents Lab” earlier this year. This unit is tasked with projects such as supporting overseas expansion of K-fashion brands, planning differentiated spaces, and developing content linked to intellectual property (IP).
The expansion of Lotte Department Store’s overseas business is driven by increased foreign customer spending at both domestic and overseas stores. In the first half of this year (January–June), foreign customer sales at domestic stores reached KRW 640 billion, the highest on a half-year basis. Performance at overseas department stores has also improved. Last year, annual overseas business revenue totaled KRW 126.7 billion, up 9.5% from the previous year (KRW 115.7 billion), and operating profit swung to a surplus of KRW 13.0 billion.
Kim Da-yeon
AI-translated with ChatGPT. Provided as is; original Korean text prevails.
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