World's First Department Store Location
Exclusive Sale of Seoul Limited Edition Capsule Collection
Lotte Department Store announced on the 2nd that it has opened the world's first department store location of the American sports contemporary (premium casual) brand ‘Sporty & Rich’ at AvenueL Jamsil Branch.
Sporty & Rich is a brand launched in 2014 by American fashion creator Emily Oberg. Starting as an online magazine, it gained industry attention as a luxurious sports brand. Since 2018, it has grown into a global brand supported by Hollywood and K-celebrities, representing the global ‘Young Rich’ demographic. Its retro style reminiscent of 1980s-90s American sports casual wear and minimal logos are popular elements. Recently, it has also collaborated with global sports brands like Adidas and MLB baseball team LA Dodgers.
The Sporty & Rich store at AvenueL Jamsil is designed as a premium total lifestyle store. The assortment is differentiated with basic items such as sweatshirts, t-shirts, and accessories, along with premium outerwear and denim. In addition to the main women's product line, the product categories have been expanded to include men's, kids', and cosmetics.
In its opening year, this spring and summer season, the store will showcase a total of over 200 products. Along with core items like the Preppy and Beverly Hills lines, exclusive products only available at AvenueL Jamsil will also be introduced.
The exclusive products available only at AvenueL Jamsil include the ‘Seoul Limited Edition Capsule Collection.’ This collection features t-shirts, hats, tote bags, and the ‘2025 Adidas Collaboration Collection,’ which includes crewneck t-shirts, pants, and t-shirts available in limited quantities. Representative products include the Serif Logo Crop Polo T-shirt priced at 390,000 KRW, Riding Club Crewneck T-shirt at 350,000 KRW, Seoul Exclusive Graphic Logo T-shirt at 165,000 KRW, and Vendome Hat at 129,000 KRW.
To commemorate the store opening, events for customers will also be held. From the first day of opening, customers who purchase over 300,000 KRW will receive a commemorative tote bag on a first-come, first-served basis. From the 4th to the 6th, during the first weekend, customers who purchase over 600,000 KRW will receive a 10% gift benefit based on the purchase amount. On the 2nd, an event offering eco-friendly fruit drinks to visitors will also take place. Next month, a special popup with a unique concept, differentiated from the regular store, will be operated on the first floor of Lotte World Mall.
Lotte Department Store plans to develop Jamsil, where the Sporty & Rich store is located, into a ‘Young Rich Shopping Town.’ Jin Seung-hyun, head of Lotte Department Store’s fashion division, stated, “Sporty & Rich is one of the hottest brands attracting global Young Rich consumers with its comfortable yet luxurious style,” adding, “By securing the world’s first department store of Sporty & Rich at AvenueL Jamsil, we will further solidify its position as the largest Young Rich mecca in the metropolitan area.”
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