Shinsegae Simon Renovates Busan Premium Outlets After 11 Years

Large-scale Expansion and Renovation of Existing Spaces Simultaneously
Increasing Number of Tenant Brands by Over 100
Creation of Premium Specialty Zones for Golf, Wine, Handbags, etc.
First Entry of Metropolitan Area Famous Restaurants in the Region

Shinsegae Simon announced on the 11th that Busan Premium Outlets will reopen on the 12th after completing renovation work.

This is the first large-scale expansion in 11 years since the opening of Busan Premium Outlets in 2013. At the same time, the existing space was also renovated. The expansion and renovation, which began in September 2022, took a full two years.

Exterior view of the new expansion area 'South Plaza' at Shinsegae Simon Busan Premium Outlets.
Photo by Shinsegae Simon

The retail area of Busan Premium Outlets will expand from the existing 33,100㎡ (approximately 10,000 pyeong) to 51,480㎡ (approximately 15,600 pyeong). With the increased space, the existing shopping area was renamed North, and the newly expanded three-story area was named South. A premium specialized zone was also created inside the shopping center.

Over 100 new brands have been added. Previously, there were about 170 brands, and with the addition of approximately 100 new brands, there are now around 270 brands in total. By category, there are ▲27 luxury brands ▲56 golf, sports, and outdoor brands ▲14 young contemporary brands ▲30 food and beverage (F&B) outlets.

There are also brands entering the Yeongnam region for the first time. On the first floor of South, the largest 'Nike Unite Store' in the Yeongnam region, boasting 1,744㎡ (about 530 pyeong), will open. Among the 14 young contemporary street brands targeting the 20s and 30s demographic, half are exclusive to the local industry.

Five new premium specialty zones (golf, wine, handbags, shoes, children) are also introduced. On the third floor of North, the largest golf specialty zone in the country, covering about 5,000㎡ (approximately 1,500 pyeong), has been established. It includes 13 new brands such as G/FORE, Philipp Plein Golf, St Andrews, Malbon Golf, and Golfzon Market equipped with a fitting room and a hitting room.

The 'Wine Cave' on the first floor of North is a wine specialty zone professionally curated from Italian wines to Grand Cru selections. Premium brands have also entered the handbag and shoe specialty zones in North, and the children's specialty zone will open in November.

Exterior of Shinsegae Simon Busan Premium Outlet Golf Specialty Store 'Premium Golf House'.
[Photo by Shinsegae Simon]

The premium specialized space 'Taste Village' (food court) is newly introduced in South. It consists of three zones: a Western-style street, a winery concept food hall, and a premium dining zone by professional chefs. This area will introduce the outlet industry's first table serving service called 'Deli+very.' When customers order from individual stores, staff will deliver the food to their seats and handle cleanup after the meal.

The food and beverage (F&B) outlets have also been renovated. There are 12 stores opening for the first time in the region, mainly popular restaurants from Seoul and the metropolitan area. In the specialty restaurant section, 'Hogyeongjeon Sodang,' which gathers signature menus from Hogyeongjeon operated by Chosun Hotel & Resort, and the famous seafood dining 'Obok Susan' will open in Busan for the first time. Additionally, Olive Young and Daiso are scheduled to open within this year.

New premium specialized spaces within the outlet have also been introduced. More than 50% of the common area has been designed as rest and green spaces. In particular, the large lawn plaza 'South Plaza' has been created with an area of about 1,353㎡ (approximately 410 pyeong). The specialized space for children, 'Adventure Forest,' has also been created with an area of about 1,000㎡ (approximately 300 pyeong) to provide play and experiential activities.

Furthermore, nine additional digital kiosks have been installed to enhance customer shopping convenience. For easier parking, the parking lot and outdoor electric vehicle charging stations have been expanded. Essential facilities such as nursing rooms and customer centers, as well as premium lounges and premium parking zones, remain available as before. As part of a pet-friendly policy, a pet stroller rental service is also provided.

Kim Young-seop, CEO of Shinsegae Simon, said, "We will add Shinsegae Simon's premium DNA to brands, spaces, and content to deliver the highest level of value in the region," and added, "We hope visitors will enjoy the diverse shopping pleasures and a higher level of customer experience at Shinsegae Outlets, which proudly represents Italy within Busan."

Meanwhile, Shinsegae Simon will hold an opening event from the 12th to the 29th. Customers who make purchases will receive limited edition goods from the keyring brand 'Cozimoji' and gift sets from Italian premium brands. For customers paying with Samsung and Shinhan cards, a Shinsegae gift certificate giveaway event will also be held based on the purchase amount.