On the first floor of Shinsegae Department Store's Starfield Hanam branch, a 3,300-square-foot cafe has opened in place of a luxury boutique.
Shinsegae Department Store said on the 3rd that it opened the Terarosa cafe, a specialty coffee brand, on the first floor of the Hanam branch on the 29th. This is the first time a roughly 3,300-square-foot cafe has entered the first floor of a department store. Until now, the first floor has generally been arranged around luxury goods and cosmetics. Terarosa cafe is a complex cultural-style store where customers can enjoy coffee and French-style bakery together, designed as a relaxed space ideal for lingering during shopping.
Along with the cafe, 10 young fashion brands and 18 children's brands on the first floor were also revamped. Popular young fashion brands "Rave" and "Duelling," as well as the children's brand "Apricot Studio," opened new stores.
The Hanam branch reduced the number of brands and expanded individual store sizes and traffic flow by about 1.5 times compared with before. This was derived from an analysis of visitors to the Hanam branch. The branch has about 60% of its customers made up of families in their 30s and 40s. Demand is high not only for simple shopping but also for rest and stay experiences.
In addition, as new town development centered on the Hanam Gyosan district gets into full swing, a population of about 80,000 people is scheduled to move in sequentially. Shinsegae Department Store expects visits by families to increase further.
Park Seong-ju, general manager of Shinsegae Department Store's Starfield Hanam branch, said, "Reflecting the characteristics of the trade area, where the proportion of family customers is high, the Hanam branch introduced a new first-floor space that combines shopping and relaxation," adding, "We will continue to expand differentiated content tailored to the characteristics of customers who visit the store and pursue ongoing space innovation."