"Capture the Hearts of Men in Their 30s and 40s" Hyundai Department Store Apgujeong Main Branch Strengthens Men's Luxury

'Prada Uomo' Store Opening

[Asia Economy Reporter Seungjin Lee] Hyundai Department Store Apgujeong Main Branch's 'Men's Luxury Hall' is transforming into a luxury boutique for men. Following the consecutive introduction of global luxury brands last year, it is now unveiling the men's store of Italy's representative luxury brand, 'Prada'.

Hyundai Department Store announced on the 17th that it has opened the 'Prada Uomo' store on the 4th floor of the Apgujeong Main Branch's Men's Luxury Hall. Prada Uomo is Prada's men's exclusive brand from Italy, and the newly opened Apgujeong Main Branch store is the fifth Prada Uomo store in Korea.

Prada began in 1913 when Mario Prada opened a leather specialty store in Milan, Italy. In 1995, Prada Uomo was launched targeting young men, and it first entered the Korean market in 2003.

The newly opened store is the first Prada Uomo store in Korea to replace one entire wall inside the store with a large light-emitting diode (LED) screen instead of product display shelves. The LED screen sequentially showcases 10 to 20 videos embodying Prada's identity.

Since last year, Hyundai Department Store has been transforming the 4th floor of the Apgujeong Main Branch into a luxury boutique for men. In this regard, in June last year, the 4th floor of the Apgujeong Main Branch was named the Men's Luxury Hall, strengthening its lineup of global luxury men's brands with 'Gucci Men's', 'Balenciaga Men's', 'Ralph Lauren Purple Label', 'Loro Piana Men's', and now Prada Uomo.

Hyundai Department Store plans to continuously strengthen the lineup of global luxury men's brands at the Apgujeong Main Branch Men's Luxury Hall. In the first half of this year, it will open the second domestic store of the Italian luxury brand 'Dolce & Gabbana Men's' and plans to introduce 2 to 3 additional overseas luxury brands to the Men's Luxury Hall within the year.

Sales from men's products have also increased since the renewal. In the second half of last year (July to December), sales at the Men's Luxury Hall increased by 14.4% compared to the second half of 2019. In particular, sales from male customers in their 30s and 40s expanded by 106.8% compared to the previous year. The company believes that visits from younger customers who prefer luxury goods have increased since the renewal.

A Hyundai Department Store official said, "As we continuously attract global luxury men's brands, visits from male customers with purchasing power are steadily increasing," adding, "Not only the Apgujeong Main Branch but also the Hyundai Department Store Trade Center Branch and Pangyo Branch, which plan men's hall renewals this year, will be transformed into 'men's luxury boutiques'."