Shinsegae Centum City reported an 80% increase in sales on the basement level of Centum City Mall, which was repurposed from a duty-free shop to a sports, fashion, and content space. During the same period, overall sales for Centum City Mall rose by 23%.
To celebrate the first anniversary of the basement level's opening, Shinsegae Centum City announced that it will host the 'Active Festa' from September 11 to 20, featuring 41 brands from sports, outdoor, and street fashion.
The basement level, which opened in September 2025, transformed approximately 1,900 square meters of space previously used as a duty-free shop into a multi-content area, following the introduction of a specialized sports shoe section in December 2024. The area now includes fashion and sports brands, cafes, and merchandise shops.
Shinsegae explained that the transition from a duty-free space, which primarily served international travelers, to a department store has altered customer flow within the building. Since the renovation of the basement level, there has been an increase in customer movement between the department store and the mall, contributing to the overall sales growth.
The anniversary event will feature participation from brands such as Vans, Allbirds, Kangol, Mark Gonzales, and Who Are You. Discounts will reach up to 50% depending on the brand, with some stores offering additional discounts based on purchase amounts.
Exclusive products will also be available at the Centum City location. Deus Ex Machina will sell a limited quantity of coach jackets and hoodies, while Mizuno will introduce 100 pairs of the limited edition 'MOC Ring Prophesy' starting September 19.
During the event, other floors of Centum City Mall will also offer discounts and promotions for sports and outdoor brands. Participating brands include Timberland, Millet, Nepa, Skechers, K2, Nordisk, HDEX, and Fjällräven, with Bodyfriend, Dyson Beauty, and Adidas also providing discounts or gift card events.
A Shinsegae Centum City representative stated, “The renovation of the basement level has enhanced our competitive edge and strengthened the synergy between the department store and the mall, resulting in significant sales growth. We hope customers enjoy a rewarding fall shopping experience with the exclusive products and various discounts we have prepared for the first anniversary.”
* This article has been translated by AI.
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