Largest Renovation in 13 Years Since Opening
Expansion of Luxury and Contemporary Product Lines... Final Opening Scheduled for August
Outlet's Largest VIP Lounge Also Opening
Lotte Premium Outlet announced on the 25th that the Paju branch will undergo its largest-scale renewal in 13 years since its opening.
According to Lotte Premium Outlet, the Paju branch has been gradually renewing its product categories since last year, aiming for a full renewal opening in August. Over the course of about a year, approximately half of the 240 total brands have been renewed, with around 40 new brands joining during this process.
This renewal focuses on expanding luxury and contemporary apparel product lines. The 'Luxury Ville,' which will reopen on the 26th, has welcomed 13 new brands this year, bringing the total lineup to 49 brands. On the first floor of Luxury Ville, ‘Off-White’ and ‘Isabel Marant’ opened in the first half of the year, and the overseas apparel select shop ‘Second Run,’ featuring brands such as ‘Ami,’ ‘Comme des Gar?ons,’ and ‘Balmain,’ is scheduled to open in August. The second floor houses domestic and international contemporary brands such as Beaker, A.P.C, Sandro, and System Homme.
K-fashion brands popular among the MZ generation (Millennials + Generation Z) and foreign customers will also be added. In August, the ‘Youth Culture Ville,’ which gathers brands favored by customers in their teens and twenties, will welcome new brands such as ‘Marithe Francois Girbaud,’ ‘Warrity’son,’ and ‘Codegraphy.’
A lounge for outlet VIP customers will also open in August. The Paju branch VIP lounge, the second of its kind among Lotte Outlets, spans 265㎡ (approximately 80 pyeong) and is said by Lotte Outlet to be the largest VIP lounge among domestic outlet lounges. The VIP lounge will be available to customers with Lotte Department Store AVENUEL Orange grade or higher and VIP customers who have spent over 10 million KRW annually at the Paju branch. The lounge will regularly host cultural events such as a ‘book curation service’ in collaboration with the local publishing complex, along with offering beverages and snacks.
A promotion commemorating the renewal opening of ‘Luxury Ville’ will also be held this month. From the 26th of this month to the 4th of next month, 38 brands including Givenchy, Coach, Mulberry, Time Homme, and Off-White will offer up to an additional 30% discount on top of existing discounts. From the 26th to the 28th, customers who purchase a single brand above a certain amount on the same day using a Lotte Card will receive Lotte gift certificates worth approximately 5% of the purchase.
Moon Eon-bae, Head of Outlet Sales Strategy Division, stated, "As the polarization of consumption deepens due to the economic downturn, we have significantly strengthened our product categories to capture the demand of customers flocking to premium outlets. Going forward, we will continue to attract new brands and provide services befitting a premium outlet to become the representative shopping destination in the northwest region of Gyeonggi Province."
Meanwhile, Lotte Premium Outlet Paju branch opened in 2011 with a sales area of 35,428㎡ (approximately 10,717 pyeong), becoming the sixth Lotte Outlet nationwide and the first premium outlet in the metropolitan area. At the time of opening, about 210 brands were housed across four buildings.
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