South Korean chain Lotte Department Store has launched the Oeil sunglasses brand in partnership with SM Entertainment.
It has opened official stores for the brand at its Jamsil and Myeongdong branches.
French for “eye”, Oeil was launched in collaboration with 30-year-old eyewear manufacturer Grand Company and SM Brand Marketing, the retail arm of SM Entertainment, which grooms K-pop artists.
With tags starting from 248,000 won (US$218), the 30 Oeil styles are priced to compete against foreign brands. The products are made from new light materials.
One line for younger people features the colours and patterns of SM idol groups such as Exo, Shinee and TVXQ, with its main item priced at 118,000 won.
There are plans to launch other lines including a 14K gold-framed Luxury line and sunglasses co-designed by SM artists.
Oeil aims to expand its store in Lotte Department Store’s Busan and Yeongdeungpo branches, as well as through flagship stores and overseas markets.