Lotte Department Store is launching a global platform to support the international expansion of Korean fashion brands.
On July 21, Lotte Department Store announced the launch of 'NEXTLAB,' a platform designed to comprehensively assist K-Fashion brands in their overseas ventures. This initiative aims to accelerate global business efforts.
NEXTLAB will help small fashion brands navigate the complex procedures of international expansion, including export customs, store design, and local marketing, leveraging the department store's global infrastructure and operational expertise.
The first base for this platform will be at 'Lotte Mall Westlake Hanoi' in Vietnam. Since its opening in 2023, the mall has attracted numerous local trendsetters and tourists, making it a key commercial area likely to achieve cumulative sales of 1 trillion won this year. It will serve as a gateway to the Vietnamese market, which has a high preference for K-Fashion.
Shin Dong-bin, Chairman of Lotte Group, visited Hanoi in April to review the business status of major subsidiaries, including Lotte Department Store, Lotte Mart, and Lotte Hotel, and to inspect operations on-site.
The first brand to participate in NEXTLAB is the streetwear label 'Musent.' Recently gaining attention for successful pop-ups in Japan and France, Musent will hold its first pop-up in Vietnam from July 24 to August 4, showcasing signature items such as baseball caps, bags, and cropped t-shirts, along with customer appreciation events.
Following Musent, Lotte Department Store plans to sequentially introduce a total of five K-Fashion brand pop-ups at Lotte Mall Westlake Hanoi by the end of the year, including 'Setter' and 'No Manual.' Additionally, in the second half of this year, the department store will partner with key shopping malls in Tokyo and Osaka to expand its local pop-up initiatives.
Next year, NEXTLAB will evolve further, establishing permanent K-Fashion pop-up spaces in major locations such as Vietnam and Japan. The plan includes operating dozens of K-Fashion brand pop-ups throughout the year in dedicated store formats.
To execute this project efficiently, Lotte Department Store established an independent organization called 'Next Content Lab' earlier this year. This team will focus on supporting K-Fashion's international expansion, as well as developing innovative projects that break down retail boundaries through space planning and IP-linked content development.
Lee Hyuk, head of the Next Content Lab at Lotte Department Store, stated, "By fully utilizing our unique overseas store infrastructure and accumulated international capabilities, Lotte Department Store will provide a solid foundation for promising K-Fashion brands to grow into global brands."
* This article has been translated by AI.
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