Samsung C&T's 'Shawl' Opens First Pop-up Store at Hyundai Department Store Main Branch

European Footwear Brand
Plans to Open Additional Stores Next Month Including Shinsegae Department Store Daegu Branch

European footwear brand 'Scholl,' operated by Samsung C&T Fashion Division, announced on the 30th that it has opened its first pop-up store at the Hyundai Department Store main branch in Apgujeong-dong, Gangnam-gu, Seoul.

Shawl pop-up store set up at Hyundai Department Store Main Branch
[Photo by Samsung C&T Corporation]

Scholl had been operating as a shop-in-shop at the Beaker flagship store and the utility workwear brand 'Shift G' store, but this is the first time it has opened a pop-up store. In June, additional pop-up stores are planned to open at Shinsegae Department Store's Daegu and Daejeon branches.

Through this pop-up store, Scholl will operate the 'Iconic Line,' which emphasizes heritage using signature metal buttons and wood soles, and the 'Collection Line,' featuring trendy upper designs and colors based on cork material midsoles.

Lee Moo-young, Executive Director of Samsung C&T Men's Wear Division, said, "We plan to continuously promote iconic and comfortable footwear through Scholl, which is gaining tremendous popularity among the global MZ generation (Millennials + Generation Z). We will propose sophisticated and luxurious styling by harmonizing with casual and street-style items."

Meanwhile, Scholl is headquartered in Milan, Italy, and operates in more than 60 countries worldwide, including Europe and Asia. Samsung C&T Fashion Division operates Scholl through Beaker flagship stores in Cheongdam, Hannam, and Seongsu, the utility workwear brand Shift G stores, and the fashion and lifestyle specialty mall SSF Shop.