Paju Premium Outlets Marks 15th Anniversary with Major Revamp and 64 Brand Overhaul
3,000-Pyeong Shopping Space Revamped
Focus on Sports, Outdoor, Global Fashion, and F&B Brands
Shinsegae Simon announced on the 16th that it has conducted a large-scale overhaul of the brand lineup and shopping convenience facilities at Paju Premium Outlets, marking the 15th anniversary of the mall's opening.
Through the latest revamp, a total of 64 brands will be newly introduced: 39 new tenants, 23 brands relocated or renovated, and 2 brands expanded. This represents approximately 22% of all brands in the outlet. The reorganized area covers around 10,000 square meters (3,000 pyeong), which is about 20% of the total operating space. Brand placement was reorganized with a focus on high-demand categories such as sports, outdoor, global fashion, and food & beverage (F&B).
Around the Central Square, Adidas and Max Mara have been expanded and renovated, while new brands such as Brunello Cucinelli and Andersson Bell have opened. Musinsa Standard and Olive Young have also launched stores, while JAJU is preparing to open soon.
On the second floor, a specialized sports and outdoor zone called "Urban Sports Field" has been created, spanning 1,500 square meters (450 pyeong), and featuring 10 brands. For the first time in the northwest Gyeonggi region, Helinox and Musinsa Standard Sports have opened. Additionally, 9 new F&B brands, including Ashley Queens and Shake Shack, have been introduced.
Shopping convenience facilities have also been improved. Two new observation elevators have been installed at Central Square, and additional tables and chairs have been added to common spaces.
To celebrate the grand reopening, Shinsegae Simon will hold "THE NEXT PAJU" event from September 18 to October 5. From September 18 to 27, it will host the "Samsung Fashion Festa," offering up to an additional 20% off at major brands such as Beanpole, Galaxy, and JUUN.J. Customers spending over 400,000 won or 600,000 won will each receive Shinsegae gift certificates worth 20,000 won or 30,000 won, respectively. A live performance by singer Gummy will also take place at 5 p.m. on September 19.
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A Shinsegae Simon official stated, "Going forward, Shinsegae Simon will continue to expand global fashion brands and lifestyle content, further enhancing the unique competitiveness of Paju Premium Outlets."
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