[Asia Economy Reporter Jeon Jinyoung] CJ ENM Commerce Division announced on the 22nd that it will actively expand its offline business to strengthen the competitiveness of its own brands. The company plans to strategically expand premium offline channels such as department stores and high-end select shops, focusing on high-end own brands like Brooks Brothers, Basquiat Brooklyn, and Tailor Scents.
On the 26th of last month, CJ ENM opened a Brooks Brothers store at Lotte Giheung Outlet. This is the first new store opened since securing the exclusive domestic distribution rights for Brooks Brothers, famous for American presidential suits, last year. Brooks Brothers is a brand known for classic fashion items such as suits, Oxford shirts, and cable knits. Given that many customers want to try on and check products directly due to the nature of men's ready-to-wear, the company plans to aggressively expand stores centered on department stores starting next year.
Basquiat Brooklyn, a high-end street golf wear brand launched in April this year, is holding a pop-up store showcasing new products at the golf select shop "Kinematic Sequence" located in Seongsu-dong until the 2nd of next month. Next year, the brand plans to present its products at "Bunkerside," a golf select shop in Shinsegae Cheongdam. Since its launch five months ago, Basquiat Brooklyn has held more than seven pop-up stores, including at The Hyundai Seoul, Hyundai Department Store Songdo Branch, Lotte Department Store Nowon Branch, Hyundai Department Store Gimpo Branch, luxury select shop Offworks, and Hyundai Department Store Trade Branch, building a solid fan base. Thanks to its popularity, a second pop-up store will operate at The Hyundai Seoul until the 25th of this month.
The home fragrance brand Tailor Scents has prepared various offline experience spaces. Tailor Scents is currently present in a total of 10 locations, with department stores, premium hotels, and beauty & living select shops as its main channels. Recently, it opened its first standalone brand pop-up store on the first floor of Hyundai Department Store Mokdong Branch.
A CJ ENM official stated, "We plan to continuously expand offline stores to provide differentiated customer experiences," adding, "We will enhance brand value through strategic channel management tailored to the unique characteristics of each brand, not just by simply expanding operational channels."
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