[Asia Economy Reporter Lim Hye-sun] Lifestyle culture company LF announced on the 2nd that it will renew and reopen the Apgujeong flagship store of the contemporary edit shop ‘RAUM’.
As part of strengthening its ‘new luxury’ business, LF has revamped the flagship store of the contemporary fashion edit shop RAUM. RAUM, which means ‘space’ in German, is a fashion edit shop launched by LF in 2009, showcasing imported brands from the United States, the United Kingdom, France, Italy, and more. RAUM has transformed its flagship store for the first time in seven years to enhance its incubating function by proactively introducing and stabilizing overseas imported brands not yet introduced in Korea, while providing an offline shopping experience tailored to increasingly segmented customer tastes.
The RAUM flagship store is divided into two sections to offer shopping experiences suited to different customer preferences. The ‘Luxury & High-end’ section prominently features designer collections with a luxurious feel, while the ‘Culture & Pop’ section focuses on contemporary casual collections infused with a young and trendy sensibility. In particular, the ‘Culture & Pop’ section strengthens its product lineup of luxury street casual brands such as Stand Studio and Baum und Pferdgarten, targeting the 2030 generation ‘Young Rich’ customers who have emerged as the main consumers of new luxury.
The brand portfolio has also been further enhanced according to the characteristics of each section. More than 40 carefully selected global fashion brands, including Nehera, Forte Forte, Sophie D’Hoore, and Zimmermann, are available for sale. The interior has been newly designed to create a brighter and more comfortable ‘healing space.’
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