Shinsegae Department Store Renovates Outdoor and Sports Stores at Cheonan-Asan Branch

Renovates about 50 outdoor, sports and men's brand stores
Launching "adidas Beacon" and "New Balance Mega" in November

Shinsegae Department Store said on October 30 that it had renovated about 30 outdoor and sports brand stores and about 20 men's brand stores at its Cheonan-Asan branch. The renovation follows the September opening of the K-brand platform "Shinsegae Hyperground" on the first floor.

The outdoor zone has expanded its The North Face and Salomon stores, while BLACKYAK and Salomon have added more trail-running products and dedicated spaces for running on mountain trails. Crocs has also expanded its store, and sports brand Wilson has newly opened a store.

Photo of the renovation of Shinsegae Department Store's Cheonan-Asan branch. Courtesy of Shinsegae Department Store.

Adidas and New Balance will each open a store next month: the approximately 100-pyeong "adidas Beacon" and "New Balance Mega Shop," respectively. The stores will nearly double in size compared with their previous locations and offer a wider range of products. Descente, Nordisk and Garmin are also renovating their stores.

The men's section on the third floor has revamped about 20 brands, including Polo, Lacoste, Beanpole, System Homme, Galaxy and Daks, and updated its interior facilities. On the first floor, premium activewear brand Born to Win has become the first brand of its kind to open in the area at the K-fashion specialty store "Shinsegae Hyperground."

Shinsegae Department Store said it carried out the revamp to extend Hyperground's ability to attract customers to other floors. In September, its Cheonan-Asan branch introduced 20 new brands to Hyperground, including Pottery, Musinsa Standard, Satter and No Manual. Sales in the space rose more than 25% year over year in the month following its opening.

Le Coq Sportif is offering a 10% discount through October 31, while Barrel is offering 50% off select products through November 1. Patagonia is giving customers who spend at least 300,000 won a 10,000-won Shinsegae gift certificate. The promotion will end when the limited-quantity gifts run out.

"Following Hyperground on the first floor of our Cheonan-Asan branch, we have also revamped the outdoor, sports and men's categories to meet the needs of younger customers," said Park Jewook, head of fashion at Shinsegae Department Store. "We will continue to make the most of the area's concentration of universities and work to introduce new brands suited to local customers."

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