Convenience Stores Now Sell Running Socks... Emart24 Opens Specialty Store 'All Day Care Lab'

About 10 times as many SKUs as a regular store... Around 380 products in one place
280 beauty products and 80 health products, among others
Plans to expand nationwide after gauging customer response

Emart24 is expanding the scope of its convenience store business by introducing a specialty store with an expanded selection of beauty, fashion, and health products.

Emart24 said on October 15 that it will open "All Day Care Lab" in Sinseol-dong, Jongno-gu, Seoul, on October 16. The store specializes in health, beauty, and fashion products and is its third specialty store, following K-Food Lab Myeongdong and Dessert Lab Seoul Forest. The store covers approximately 129 square meters (39 pyeong) and operates 24 hours a day.

Exterior view of Emart24's "All Day Care Lab" store. Emart.

All Day Care Lab sells approximately 380 types of health, beauty, and fashion products, about 10 times as many as a regular store. Beauty products make up the largest category, with approximately 280 types, followed by about 80 health products and 18 fashion items.

The beauty selection focuses on color cosmetics such as lip, cheek, and eyeshadow products. By offering smaller-sized products, the store has brought the average price down to the 8,000-won range. Its selection includes products from 2aN, Dinto, and TONYMOLY, as well as RODU, a sister brand of AMUSE. It also sells around 50 types of skincare products from brands such as Isntree and MEDIHEAL, priced at up to around 12,000 won.

The fashion products were developed in collaboration with W Concept, an affiliate of the Shinsegae Group. The 18 items include socks for 4,900 won and T-shirts for 12,900 won aimed at runners, as well as bra tops. The health selection includes around 80 products, such as vitamins, minerals, and products related to fatigue and energy, with key items priced in the 1,000- to 3,000-won range.

The store is divided into specialized health, beauty, and fashion zones, a general convenience store area, and a dining area. It sells salads and high-protein ready-to-eat meals, and also has a testing area where customers can try color cosmetics.

Emart24 plans to assess customer response and product competitiveness at the specialty store before expanding the relevant products to stores nationwide.

Yang Hoseung, managing director of merchandising at Emart24, said, "'All Day Care Lab' is a specialty store that offers a differentiated shopping experience available only at a convenience store, in keeping with the trend of health management, beauty, and fashion becoming part of everyday consumption. We will continue to introduce products and spaces that reflect customers' diverse lifestyles and consumption trends, broadening the possibilities for convenience stores."

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