Emart announced on the 30th that its Dongtan branch, located in Hwaseong, Gyeonggi Province, has completed a full renovation after 18 years and will reopen as the 3rd 'Starfield Market' on the 31st.
'Starfield Market' is a new store model introduced by Emart last year, characterized by transforming core store spaces into community lounges focused on relaxation. It began with the Jukjeon branch in August last year and opened the 2nd branch at Kintex in June this year.
The strategy for this 3rd branch has been tailored based on the characteristics of the Dongtan commercial area and an analysis of existing customers. According to Emart, approximately 61% of the main customer demographic at the Dongtan location consists of people in their 30s to 40s, indicating a high demand from young families.
Accordingly, the store, which has a total sales area of 5,580 pyeong and consists of three floors, has been restructured to fit the lifestyles of family customers. The existing dispersed store layout has been compressed to focus around the first floor, while the 2nd and 3rd floors feature specialized brand zones and relaxation spaces.
The area on the 1st floor has decreased by about 26% from 3,100 pyeong to 2,280 pyeong, enhancing shopping efficiency by concentrating category-specific stores like Electromart, Toy Kingdom, and Olive Young in the grocery-focused shopping area.
On the 2nd floor, a relaxation space has been created around the 'Book Ground' (167 pyeong), the signature area of Starfield Market, along with Starbucks (82 pyeong) and four small brands. The 3rd floor features a 'Kids Ground' (25 pyeong) along with Daiso (379 pyeong), food and beverage stores, a nursing room, and women's and children's fashion brands.
For the first time, the Dongtan branch allows limited entry with pets. Small dogs and cats weighing under 5 kg that have completed vaccinations and use covered pet carriers can enter the common areas and the 2nd floor's Book Ground. Over 70% of the brands located there, including Daiso, Olive Young, and Modern House, also permit pets.
Emart has strengthened participatory content for child customers based on its existing experience with Starfield Market. Right after opening, on the 2nd of next month, a 'Teenieping Sing-Along Mini Concert' will be held in the 2nd floor Book Ground, providing entertainment options for families, including performances and photo opportunities.