Lotte Hi-Mart Jamsil Branch Reborn as Korea's Largest Experiential Home Appliance Flagship Store

Lotte Hi-Mart has renovated its Jamsil Branch, the largest home appliance store in Korea, and is introducing it anew as a "customer experience-focused flagship store."

The Lotte Hi-Mart Jamsil Branch has a total floor area of 3,760 square meters (approximately 1,138 pyeong) and is located in the core commercial district of "Lotte Town," which connects Lotte World Tower, department store, hotel, and theme park. Through the Jamsil Branch renewal, Lotte Hi-Mart plans to develop it beyond a simple sales space into a flagship offline store where customers can experience home appliances and the broader lifestyle ecosystem.

Entrance of Lotte Himart Jamsil Branch. Lotte Himart

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The renewed Jamsil Branch is a symbolic store that encapsulates Lotte Hi-Mart's "Store New Format Strategy." In an environment where online-focused information search and price comparison have become routine, the company concentrated on strengthening the experiential and consultation functions that only offline stores can provide. In fact, 22 medium and large stores that underwent renovation last year achieved results, with their sales growing 39% year-on-year.

The Jamsil Branch is characterized by providing differentiated experiences according to customers' age groups and lifestyles. For customers in their 20s and 30s, mobile, IT, and hobby categories have been specialized as experiential zones. The store features "MOTOPIA," a dedicated mobile zone; the country's largest "keyboard typing shop"; a "custom PC zone" where PCs can be assembled on the spot within one hour; and a "gaming and VR zone" where customers can try out console and VR devices. Camera, video, and audio devices are also organized around brand-specific dedicated zones and experience areas to stimulate hobby-driven consumption.

Lotte Hi-Mart Jamsil Store's "bathroom and kitchen fixtures" specialty curated shop. Customers can try and receive consultations on durable kitchen and bathroom fixtures from domestic and international brands, such as sink bowls and faucets for kitchens, and showers and bathtubs for bathrooms. Lotte Hi-Mart

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For customers in their 30s and 40s, the store focuses on proposals for improving living spaces and family-centered lifestyles. It has created a space where customers can receive integrated consultations on home appliances, interior design, and durable goods, providing customized consulting tailored to their budget and space. By enhancing a curated shop specializing in kitchen and bathroom fixtures, along with interior elements such as lighting, interior doors, and door handles, as well as dedicated zones for robot vacuum cleaners and kitchen appliances, the store expands a practical, everyday shopping experience.

For customers in their 50s and 60s, ultra-premium content has also been strengthened. Premium built-in kitchen appliances are presented in brand-specific showroom formats, and customers can directly experience ultra-high-end products such as high-end ovens and wine cellars. Through a 3D visualization-based "built-in planner," the store offers a one-stop service from consultations on appliances and interior design to installation. In addition, it provides premium experiences that span hobby and culture by setting up dedicated zones for high-end camera and audio brands.

Flagship store of French high-end audio brand Devialet at Lotte Himart.

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Lotte Hi-Mart will also take its "lifelong care for home appliance life" service to the next level with the Jamsil Branch renewal. By offering rental services that allow customers to try products before purchase, expanding the range of subscription items, and operating a trade-in program that lets customers receive compensation for existing appliances when purchasing new products, the company extends the customer experience to cover post-purchase maintenance as well. Lotte Hi-Mart plans to present a new standard for offline home appliance stores through the Jamsil Branch.

Kim Bokyung, Head of Merchandising at Lotte Hi-Mart, said, "The Jamsil Branch is a flagship store that brings together Lotte Hi-Mart's unique competitiveness in line with customers' evolving lifestyles," adding, "We have designed it to provide customers with new experiences across all product areas, including products, services, and experiential spaces."

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