Heartland 66 is expanding its retail offering in Wuhan, China with the launch of two new concepts: The 24KR Korean Trend Zone and Greenhouse by Edgestreet.

The additions aim to bring Korean fashion, culture, and immersive retail experiences to the shopping centre as it shifts from traditional retail to a lifestyle-focused hub.

Covering 10,400sqm, the 24KR Korean Trend Zone and Greenhouse by Edgestreet will feature more than 150 brands across fashion, home living, and lifestyle categories.

The 24KR Korean Trend Zone focuses on the continuing popularity of Korean culture among younger consumers, while Greenhouse by Edgestreet is a botanical-inspired retail concept spanning fashion, homewares, and pet products.

Among the first wave of tenants, the 24KR Korean Trend Zone will host 11 brands making their China debut and 15 brands entering Central China for the first time. Greenhouse by Edgestreet will add 20 brands opening their first stores in Wuhan.

Harvey Ye, GM of Heartland 66, said the launch aims to attract younger shoppers while enhancing the brand’s retail mix.

“The successive launch of 24KR Korean Trend Zone and Greenhouse by Edgestreet marks a firm step forward in engaging younger consumers and driving the revitalisation and upgrading of our commercial spaces,” said Ye.

“Both underscore the powerful potential of the emerging consumer market and the surging economic vitality of Central China.”

• Further reading: Businesses in China’s Wuhan face fresh worries after Covid easing.