Nepa Opens First Renovated Store... Accelerates Rebranding Strategy

Outdoor brand NEPA has opened its first renewed store, NEPA Munjeong Direct Store, as part of its rebranding strategy.

Located in Munjeong-dong, Songpa-gu, NEPA Munjeong Direct Store is the first renewed store applying the new brand identity. NEPA redesigned the store layout and environment to convey the value of being in harmony with nature.

Inside Nepa Munjeong Direct Store. [Photo by Nepa]

Tables made from recycled plastic and interior walls painted with recycled material paint were installed to embody an eco-friendly direction. Wood finishes and green colors were applied to emphasize NEPA’s unique philosophy of finding joy in nature.

The store layout was optimized for this year’s renewed product lineup, greatly enhancing customer convenience and efficiency. Two main lines were featured: the technical outdoor wear line for traditional outdoor activities, ‘Mountain Division,’ and the casual activity line, ‘Outdoor Life.’ Display zones were organized according to TPO (Time, Place, Occasion) to enable efficient shopping. Additionally, to optimize the shopping environment, the resting area and fitting rooms were expanded compared to before, and lighting levels were lowered.

Starting with the Munjeong Direct Store, NEPA plans to sequentially carry out store renewal projects to deliver the value of ‘the joy of nature.’ This year, it plans to renovate a total of about 30 stores, including agency and department store locations.

A NEPA representative said, “Along with adapting to the restructuring of the outdoor market, we have officially begun renewing stores, which are offline touchpoints with customers, to convey the direction and values of our rebranding.” He added, “We plan to continue various activities that can deliver the joy of nature.”