Handmade pie brand Focal Point said on the 27th it will open its first official store at Starfield Suwon.
Focal Point has established itself as a handmade pie brand after being selected for the Blue Ribbon Survey from the early days of its Seoul Station flagship. It developed pies based on Korean ingredients, such as the Chungju apple pie and the Seoul bulgogi pie.
With the opening of the Starfield Suwon store, Focal Point, which has grown mainly through online sales and pop-up stores, has started in earnest to enter the market of large mixed-use malls. It plans to verify the potential for offline expansion through the use of premium ingredients as well as quality competitiveness based on Blue Ribbon certification. Official business begins today.
Located near the Byeolmadang Library, Focal Point plans to operate limited menus, collaboration pies, and experiential events. The targets are family visitors and new customer segments in the area. While maintaining a pie-and-tea-focused lineup, it will apply an operating strategy suited to the characteristics of a mixed-use mall.
Focal Point is collaborating with various brands as well as launching new products. It has carried out joint projects with global liquor brands such as Tsingtao and Glenfiddich, as well as with brands such as Tavalon Tea and Samjin Eomuk.
A Focal Point official said, "We are unveiling our first regional expansion store based on the quality and experience proven at the Seoul Station flagship," and added, "We plan to expand into key commercial districts in the greater Seoul area and the provinces based on the credibility of Blue Ribbon certification and our diverse collaboration experience."