What Is American Outdoor Lifestyle?... Shinsegae Centum City Opens New "Penfield" Store in Hyperground

As the boundary between outdoor and daily wear becomes increasingly blurred, consumers have more options to choose from. Shinsegae Centum City is introducing the American outdoor lifestyle brand "Penfield."

Shinsegae Centum City announced on September 13 that it will open a new Penfield store in the Hyperground section on Basement Level 2.

Penfield is an apparel brand that infuses American lifestyle with outdoor sensibilities. Unlike traditional outdoor brands focused solely on outdoor activities, Penfield is characterized by offering styles that can also be worn in everyday life.

Shinsegae Centum City Hyperground Penfield Store.

This new store opening is seen as a response to the growing demand for lifestyle products that incorporate outdoor elements into daily routines. It targets consumers looking for products that can be worn both for commuting or leisure, blending daily life and outdoor activities.

The new store will feature the Fall/Winter (FW) 2026 collection as well as previous season items. To celebrate the opening, a special event will be held through the 27th. During this period, all FW products will be available at a 20% discount, and previous season products will be offered at up to 40% off. Customers visiting the store will also receive an extra discount coupon to use on their next visit.

A gift event will also be held for customers who spend over 100,000 won. The first 100 customers will receive a gift package consisting of a sleep mask and room shoes.

A representative from Shinsegae Centum City said, "With the addition of the new Penfield store, we have strengthened our product lineup that encompasses both daily life and outdoor activities."

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