Hyundai Department Store next week launches the first boutique for its new fashion brand Under Rise.
The brand will be marketed in its department stores and in dedicated retail stores in trendy Seoul neighbourhoods.
Its first outlet will cover more than 400 sqm, which is equivalent to about eight regular brand boutiques. While its main focus will be on fashion, the store will also have accessories and lifestyle goods.
Under Rise will cater to young, trendy consumers in their 20s and 30s, says Hyundai Department Store fashion business team director Jang Kyo-soon. “We plan to expand the range to cosmetics and stationery goods as the store targets trend-conscious consumers,” he says.
“One of the big goals of Under Rise is to support the development of domestic fashion brands with potential which are losing ground to global brands.”
To encourage young designers to become part of the brand, Hyundai will cover all expenses of running the store, including interior design costs, employee salaries and marketing. It will also host events twice a year in which designers can display their products.
After second and third branches of Under Rise open in Hyundai Department Store’s Mok-dong and Trade Center branches, the company will start launching dedicated stores in hotspots around Seoul such as Garosu-gil and Itaewon later this year.
