From Fashion to F&B... Lotte Department Store Launches 2030 Multi-Brand 'Coft'

Multi-Brand Curation Store
Opening on the 20th at Daegu Branch
Featuring Over 70 Brands Including Fashion and Accessories

Lotte Department Store announced on the 19th that it will launch 'COFT,' a multi-brand curation store targeting young customers in their 20s and 30s.

COFT is an abbreviation of the English idiom "It’s my cup of tea," meaning "This is my taste," and it brings together fashion, lifestyle products, and food & beverage (F&B) content in one place.

Bird's-eye view of the COFT store.
[Photo by Lotte Department Store]

COFT will open its first store on the 20th at Lotte Department Store Daegu branch. Located on the first floor, the core space of the Daegu branch, it occupies 340㎡ (approximately 103 pyeong) with a strategy to attract young local customers.

The COFT store at Daegu branch will showcase over 70 domestic and international brands across fashion, accessories, lifestyle, and beauty items. Fashion apparel accounts for about 50% of the offerings, with an increased selection of lifestyle items such as accessories and daily goods. Notably, half of the brands featured are emerging domestic and international designer brands not currently available in department stores.

Representative brands include ▲Maison Mihara Yasuhiro ▲Ink ▲Vumiet ▲Eastlogue ▲Kin ▲Vivienne ▲Hightide, among others.

Additionally, the store will feature specialized zones for 'Gift' and 'Sound.' Around the checkout counter, a gift-focused area is created with small items such as jewelry, hair accessories, and keyrings, offering a unique gift wrapping service using COFT’s exclusive boxes. The sound platform 'Odd' has installed 'Devialet' speakers inside the store, allowing customers to experience high-end speaker sound quality while shopping.

Famous F&B stores from the Yeongnam region will also be present in a shop-in-shop format. Specialty coffee shop 'Coffee Front' from Haeundae, Busan, and home-style dessert shop 'Mugu Dessert' from Busan have joined, along with the popular roasting cheesecake from dessert brand 'Garu Haru,' operated by renowned patissier Chef Yoon Eun-young.

The concept and branding of COFT were developed in collaboration with the space branding and content planning agency 'Project Rent.' The store interior and brand identity (BI) were created together. Visitors can also enjoy artworks by artist Jung Hye-jin throughout the store.

Woo Soon-hyung, head of Lotte Department Store’s PB division, said, "COFT is not just a place to sell products but a space to share tastes and discover new experiences," adding, "We plan to continuously introduce differentiated content that can only be found at Lotte Department Store."