At Emart24, a convenience store that recently opened a flagship store (standalone large-format store), customers kept coming on Sunday the 30th.
Emart24 opened its first flagship store, "Trendlab Seongsu," in Seongsu-dong, Seongdong-gu, Seoul, on the 28th. It is a space that targets Gen Z in their teens and 20s (Gen Z, those born from the mid-1990s to the early 2010s) and trend-sensitive people in their 30s as its core customer base.
From the morning, large crowds flocked to Trendlab Seongsu. Outside the store, customers formed a long line to see merchandise from the popular game "Trickcal Revive" and to look around the store. Inside the 100㎡ (about 30 pyeong) space, many customers sought items sold only at Emart24, such as Chef Son Jong-won's ready-to-eat meals and Seoul National Bread.
Trendlab Seongsu is divided into four specialized zones. It consists of a brand popup zone curated with brands that are popular at the moment, an event zone where customers can find experimental trend products by MDs (merchandisers), a star product zone focused on hit items, and a cafe area.
Emart24 said it plans to introduce a total of 600 differentiated products at Trendlab Seongsu over next year. To that end, it will also strengthen collaboration with Shinsegae Food, Shinsegae L&B, and Josun Hotel, affiliates of Shinsegae Group.