Fashion Group Hyungji Opens First "Senior SPA Complex Store" at Emart Sinjeju Branch

Crocodile Lady and Olivia Hassler Brought Together in One Space
Offering One-Stop Shopping Including the "PICK Line"

Fashion Group Hyungji Emart Sinjeju Branch Senior SPA Complex No. 1 Store

Fashion Group Hyungji (Chairman Choi Byungoh) has officially opened its first “Senior SPA Complex Store” at the Emart Sinjeju branch, aiming to expand its presence within major retail channels.

On August 21, Fashion Group Hyungji announced that it had officially opened a Senior SPA Complex Store combining Crocodile Lady and Olivia Hassler at the Emart Sinjeju branch.

This complex store brings together Fashion Group Hyungji's main womenswear brands, Crocodile Lady and Olivia Hassler, in a single space. The layout is designed to reflect the lifestyle and shopping patterns of senior and middle-aged customers who visit large discount marts. It is also the first case in which the senior SPA model has been introduced as an in-shop format at a major retail venue, rather than as a stand-alone street store.

Inside the store, zoning based on product categories and enhanced visual merchandising have been implemented. Brand distinctions have been minimized, allowing customers to choose products based on TPO (Time, Place, Occasion). In addition, a dedicated space has been set up for this year’s strategic “PICK Line,” introduced in the first half.

The “PICK Line” is a product lineup with the slogan “Everyday Standards.” Offering reasonable prices and quality, it targets the senior SPA market. At the Emart Sinjeju branch, customers can conveniently compare and purchase a diverse selection, from daily casual wear to formal attire, including items from the PICK Line.

With the opening of the Sinjeju branch, the company plans to expand its reach by shifting from operating mainly street-level womenswear stores to maximizing opportunities through outlets inside large retail facilities.

To commemorate the opening of the first complex store, Fashion Group Hyungji is launching the “100+10 Years Together Promotion” nationwide starting August 21, marking the 45th anniversary of Fashion Group Hyungji and the 65th anniversary of Hyungji Esquire. This cross-selling campaign connects womenswear with accessories, leveraging the brand heritage of both companies.

During the promotion period, customers who spend over 100,000 won at Fashion Group Hyungji womenswear stores nationwide will receive a set of three discount coupons redeemable at Hyungji Esquire both online and offline. Conversely, those who spend over 100,000 won at Hyungji Esquire accessory stores will receive a discount voucher for Fashion Group Hyungji womenswear.

Through this, Fashion Group Hyungji offers customers benefits by linking womenswear and accessory purchases, proposing curated styling from clothing to shoes, all under the concept “Wearing Hyungji, walking in Esquire.”

A representative from Fashion Group Hyungji stated, “This Senior SPA Complex Store model aims to enhance shopping convenience for active seniors who value both price and quality. Following the recent opening of new Crocodile Lady stores at Emart Gangneung in May and Emart Changwon in June, we plan to continue expanding our complex store footprint in ongoing collaboration with Emart.”

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